UPDATING THE CORPORATE IDENTITY OF A WINERY GROUP
Challenge
Grupo Marqués del Atrio is the Riojan winemaking group of the Rivero family, which began its winemaking career in 1899 in the town of Arnedo.
With more than 100 years of history, the fourth and fifth generations are the leaders of a business that, with its two main wineries in the DOCa Rioja and presence in the country's main appellations, has positioned itself as one of the most outstanding winemaking groups both nationally and internationally.
Due to its trajectory, the group needed to have a brand narrative and identity that would highlight its qualities and allow it to project itself more strongly. Our task was to update the brand based on the main values that had made the family winery position its wines in the most demanding markets in 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 trajectory of the winery, analysed the differential values and proposed a story based on the family's tradition, thus reinforcing its positioning in the market.
We verbalise this essence in a story of tradition, innovation, terroir, perfection and quality. The story of a family, of their dedication, respect and passion for wine. A story of the involvement, commitment and work of five generations of the Rivero family over more than a century of growing, making and marketing their wines.
Results
Based on this narrative and brand concept, we designed the new visual identity. The new group logo, website and corporate presentation reflect the same corporate umbrella where both wineries are represented.