Figuero
Information about Figuero
APPROACH
Figuero es una bodega familiar de la D.O. Ribera del Duero nacida del vínculo profundo entre una familia y su tierra. Un proyecto construido a lo largo de generaciones en torno al respeto por el terruño, la tradición vitivinícola y el conocimiento transmitido de padres a hijos.
La marca surge como la evolución natural de una familia de viticultores que durante décadas cuidó sus viñas para algunas de las bodegas más reconocidas de la región, hasta dar el paso definitivo en 2001 con la creación de su propia bodega. Figuero representa así el paso de viticultores a bodegueros, una manera de poner en valor su legado y convertirlo en vinos capaces de transmitir su paisaje, su origen y su forma de entender el tiempo.
CHALLENGE
El principal desafío consistía en construir una marca capaz de reflejar la profundidad de este legado familiar y transmitir la autenticidad de su relación con la tierra. Era necesario articular un relato claro que conectara tradición, conocimiento y paisaje, proyectando a Figuero como una bodega contemporánea sin perder la esencia que la define.
Además, la marca debía posicionarse desde la maestría vitivinícola, el orgullo familiar y la búsqueda constante de la excelencia, comunicando una identidad experta pero cercana, orgullosa pero no arrogante, exigente pero nunca rígida. Una marca capaz de expresar su compromiso con el terruño, las personas y el paso del tiempo.
SOLUTION
Baud desarrolló una estrategia de marca que pone en el centro el origen de Figuero: la unión entre una familia y la naturaleza. A partir de esta base se construyó una plataforma estratégica que articula el propósito, los valores y la personalidad de la marca, dando forma a un relato coherente que conecta legado, conocimiento y emoción.
The brand is built on a clear idea: Figuero, el orgullo de nuestras viñas viejas. Una identidad que celebra el tiempo, la paciencia y el saber transmitido entre generaciones. Una bodega en la que creer, que entiende el vino como la expresión más auténtica de su paisaje y de las personas que lo trabajan.
Several generations united by love for their homeland.
Figuero's universe is built upon the intimate relationship between family, vineyard, and time. Each wine is the expression of a specific landscape, La Horra, and the knowledge accumulated over generations who have learned to observe, listen, and accompany nature with respect. This is a way of working that understands wine as the result of patience, waiting, and constant care for the vineyard.
The brand experience is articulated around that deep connection with the land. From old vines to artisanal work in the winery, everything responds to a clear philosophy: to intervene only as much as necessary to allow nature to express itself authentically. A way of doing things that combines tradition, knowledge, and sensitivity to offer wines that excite, transmit, and accompany the moments that truly matter.
A new portfolio to express the strategy
As part of its brand transformation, Baud undertook a complete redefinition of its product portfolio. The goal was to align the wine range with Figuero's strategic positioning, reinforcing its aspirational quality and projecting the value of its origin, its savoir-faire, and its vineyards with greater clarity.
A new architecture was designed that organizes the portfolio, allowing the offering to be structured from the highest turnover wines to those that represent the utmost expression of the terroir. This new logic not only clarifies the proposal for the consumer and the channel, but also builds a coherent narrative about the origin and complexity of each wine.
The work also involved reviewing the naming, roles, and hierarchies within the range, enhancing the higher-value wines and redefining others to reinforce the winery's premium positioning. This strategic exercise allows for the orderly future growth of the portfolio and transforms each wine into a coherent piece within Figuero's global narrative.
Believe in what you feel.
The strategy also translated into a set of implications affecting all brand touchpoints: from communication and experience to product and internal culture. The goal was to project a more aspirational and credible brand, capable of highlighting its know-how, its family legacy, and the importance of its vineyards as the origin of everything. Based on these principles, a universe is built where wine expertise, family pride, and commitment to the land become the axis of the narrative. A coherent system that allows Figuero to clearly express who it is, what makes it different, and why it is truly a winery to believe in.
Figuero, the union of family and nature.
Today, Figuero is emerging as a clearer, aspirational brand that is more cohesive with its origins. It is a winery that values its vineyards, its expertise, and the legacy of a family that has dedicated generations to the land. This new brand expression organizes its portfolio, reinforces its identity, and strongly projects what it has always been: a winery to believe in.