Brand Union unveils fresh identity for Rioja

by Nikki Sandison, Brand Republic 05-Mar-08, 12:15

LONDON - The Brand Union has created a new identity for Rioja, Spain's oldest wine region, to help it compete with New World wines.

The project includes a major repositioning, both at a national level and in its key markets, which are Sweden, the UK, Germany and the US.

The brief was to convey Rioja's history, but also to answer the challenges of presenting a global brand and competing with the influx of "New World" wines.

The Brand Union has introduced a brand toolkit including a modern corporate typeface, and a new illustration style and colour palette for both corporate and commercial applications.

It has also produced a brand language to create a modern and strong visual tone in the modern marketplace.

Pilar Domingo, the Brand Union Madrid managing director, said: "We discovered that Rioja contains the best of the two worlds of wine.

"It belongs to the 'old world of wine' in terms of tradition and experience, and to the 'new world of wine' in terms of creativity, dynamism and freshness.

"And this is how we have defined the brand territory that makes Rioja a unique wine brand in the world. Today, Rioja is vanguard and tradition, the combination of the two worlds of wine."