UPDATING THE CORPORATE IDENTITY OF A WINEMAKING GROUP
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.