Figuero
Information about Figuero
APPROACH
Figuero is a family winery in the D.O. Ribera del Duero, born from the deep bond between a family and its land. A project built over generations around respect for terroir, winemaking tradition, and knowledge passed down from parents to children.
The brand emerged as the natural evolution of a family of grape growers who, for decades, tended their vineyards for some of the region’s most renowned wineries, until they took the definitive step in 2001 of founding their own winery. Figuero thus represents the shift from grape growers to winemakers, a way of honoring their legacy and turning it into wines capable of conveying their landscape, their origin, and their way of understanding time.
CHALLENGE
The main challenge was to build a brand capable of reflecting the depth of this family legacy and conveying the authenticity of its relationship with the land. It was necessary to articulate a clear narrative connecting tradition, knowledge and landscape, projecting Figuero as a contemporary winery without losing the essence that defines it.
The brand also had to be positioned around winemaking mastery, family pride and the constant pursuit of excellence, communicating an identity that is expert yet approachable, proud but not arrogant, demanding but never rigid. A brand capable of expressing its commitment to the terroir, to people and to the passage of time.
SOLUTION
Baud developed a brand strategy that places Figuero’s origin at its center: the bond between a family and nature. From this foundation, a strategic platform was built that articulates the brand’s purpose, values, and personality, shaping a coherent story that connects legacy, knowledge, and emotion.
The brand is built on a clear idea: Figuero, the pride of our old vines. An identity that celebrates time, patience and knowledge passed down through generations. A winery to believe in, one that understands wine as the most authentic expression of its landscape and of the people who work it.
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.