Grupo Marqués del Atrio

UPDATING THE CORPORATE IDENTITY OF A WINEMAKING GROUP

Servicio: Graphic design and corporate identity
Sector: Food, Wines

Challenge

Grupo Marqués del Atrio is a winemaking group in La Rioja owned by the Rivero family, which began making wine in Arnedo in 1899.

With more than 100 years of history, the fourth and fifth generations of the family now lead a business that has positioned itself as one of the most outstanding winemaking groups in Spain and overseas with its two main wineries in the Rioja Denomination of Origin and a presence in all the main Spanish denominations.

Given its track record, the group needed to have a narrative and brand identity that could highlight its qualities and enable it to project a stronger image. Our task was to update the brand based on the main values that had successfully enabled the family winery to position its wines in the most demanding markets around the world.

Solution

Together with the managers of Grupo Marqués del Atrio, we worked to find the essence of the brand: we listened to its history, the milestones and track record of the winery, we analysed the stand-out values and we proposed a story based on family traditions, thereby strengthening its position in the market.

We verbalised this essence through a story of tradition, innovation, terroir, perfection and quality. The history of a family, its dedication, respect and passion for wine. A history of involvement, commitment and work by five generations of the Rivero family over more than 100 years of cultivation, manufacturing and sale of its wines.

Results

Based on this narrative and brand concept, we designed the new visual identity. The new group logo, website and corporate presentation reflect a united corporate umbrella under which the two wineries are represented.

 

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José Barros

Consultor

Consultor y periodista especializado en Comunicación Institucional, Política y Asuntos Públicos. José tiene además una amplia experiencia en campañas electorales, donde ha trabajado en la definición de estrategias y en la preparación de innumerables intervenciones públicas. Estas funciones reflejan su competencia para transformar datos e información de muy variada procedencia en conocimiento cualificado y estructurado tanto para atraer la atención del gran público como para conseguir una acción eficaz. Entre los puntos más relevantes de su carrera profesional, destaca su labor como asesor en dos Gabinetes de Presidencia -Gobierno de España y Comunidad de Madrid-, así como su faceta de articulista sobre Relaciones Internacionales y Cultura en algunos de los principales periódicos españoles.