CRDOC Rioja
The Regulatory Council of the Qualified Rioja Denomination of Origin, the oldest Denomination of Origin in Spain, wants to go a step further by adopting a new media positioning which will serve to further enhance the value of the brand and the product.
A project with international scope in which the messages, communication pillars and brand platform are geared according to the target market development level (deep knowledge or limited knowledge of the DO,…). In order to undertake this project, a working team was set up with Morillas.
CLIENT
CRDOC RiojaAREAS
Brand activationBranding
PROJECT
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OBJECTIVES
- Repositioning the Council to approach new consumption moments, new targets…
- Unify messages and communication pillars on a global level with a better adapted landing for each target market according to maturity.
- Appropriate Spanish gastronomic codes and imagery to be more relevant to its audiences, thereby fully capitalising on all the brand’s heritage.
PROPOSAL
Brand values are embodied in new communication messages which serve to conceptualise diversity, tradition and origin as strategic pillars of the brand platform created.
We synthesised all the previous strategic work into a brand universe and communication pillars which provide coherence and cohesion to all visual and verbal messages.
We leverage communication territories and build a brand story which distinguishes Rioja, thereby highlighting it to be the most prestigious and recognised DO in the world.
GRAPHIC SOLUTION
Obsession for excellence is manifested in a visual universe which reflects the different seasons and colours encompassing the denomination; leading us through the stages of how the vineyards evolve and develop.
Combining and enhancing them enriches our graphic language – rendering it versatile, capable of adopting a more traditional or more avant-garde style depending on the needs, without compromising the solidity and coherence of the vines.
Brand narrative is expressed from a position of tradition and innovation: Rioja is a pioneer and is recognised as such, both in how it structures its proposal and in its formula for ensuring excellence.
SOCIAL MEDIA
@Rioja, the oldest Denomination of Origin in Spain, wants to go a step further by adopting a new media positioning which will serve to further enhance the value of the brand and the product.
Together with @morillasbranding, we are building a new brand platform to showcase the brand to the world. Rioja is the Origin | Spain’s finest
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