Marqués de Murrieta
Information on Marqués de Murrieta
APPROACH
The wine market, both nationally and internationally, continues to experience gradual, sustained and optimistic growth. Many companies are tending towards the industrialization of their processes in search of higher volumes and profits. In this context, there are still brands such as Marqués de Murrieta that continue to fight to maintain the authenticity and soul of this sector to make it reach more and more people.
CHALLENGE
Today, the great challenge for Marqués de Murrieta is to transfer that constant search for the highest quality, for absolute respect for the grape and for the purest care for the land through a digital experience capable of connecting with new audiences while still projecting the emblematic and familiar spirit of the brand.
SOLUTION
The digital experience has been conceptualized to keep alive the prestige, excellence and innovation of Marqués de Murrieta, its wineries and wines throughout the navigation. A more personal and sensory approach that allows the brand to express and savor itself freely, thus connecting emotionally with its audiences, also in the online environment.
Dignifying the meaning of a glass of wine
Marqués de Murrieta was born in 1852 and, at our side, began a process of comprehensive redesign of its digital experience to remain relevant every day. We conducted several digital consulting sessions through which we were able to immerse ourselves in the history of the company and its business, brand and digitalization objectives. Having as priority objectives a higher uptake and connection with a younger audience, we analyzed their performance and we modeled the new consumer type of the brand in this environment.
After all this, we proposed a new strategic approach that provided the brand with its own content to tell the story behind this great winery. Likewise, taking into account the learnings obtained in the co-creation work, we built a new web map that optimized the whole experience by simplifying it and giving each section the value it deserves.
A space that breathes elegance, honesty and know-how.
We designed an optimized experience in terms of UX and UI under the maxim of creating a simple, intuitive and immersive navigation. Special care was taken in the presentation of each wine through a functional, visual and verbal structure that gave them that timeless and exclusive character.
The content was also adapted to the verbal demands of a brand with such a long history, recognition and prestige. Thus, we have added new meanings to the history of Marqués de Murrieta message by message.
The attention to detail on which Marqués de Murrieta's philosophy is based should also be transferred to the digital environment through a new, more identity-based and evocative graphic style.
To do so, we created a complete visual universe that ranged from the chromatic palette to the corporate typographies or the photographic style. It was essential to project the tradition and excellence that characterize the brand, but also to be able to push it into a territory of innovation and avant-garde from which to better connect with new targets. A mature, prestigious and contemporary personality that brings the luxury of the world of wine to all palates through its digital experience.
