Once the brand core had been established – underpinned by cornerstones such as zeal, hospitality, respect, and sensitivity – we developed our own narrative capable of conveying its personality – creative, enthusiastic, and passionate -.
IZADI
In 2022 Bodegas Izadi set themselves the challenge of redefining their brand platform and enriching their discourse in a more emotional way. As a result of strategic analysis and co-creation work with the company, brand pillars were defined to help position them firmly in the minds of their consumers and be relevant to a younger, more modern demographic without distancing themselves from their existing clientele.
OBJECTIVE
The aim of this project is to redefine tradition by promoting and innovating D.O. Rioja, bringing it closer to today’s consumers.
DEVELOPMENT
The result is encapsulated in the belief that Izadi are committed to discerning minds. Those who do not allow themselves to be carried away by appearances and who know how to recognise effort, stories, and hidden talent. Those who know themselves well and stay true to their values and beliefs, and even when their own traditions seem to be at odds with them, they seek the satisfaction of discovering a new classic; one which brings all the quality and assurance of a traditional wine but with fresh nuances more in keeping with their own tastes and values.
This exercise is a comprehensive transformational rebranding which drives the brand towards a new positioning in order to enhance its ability to deliver wine experiences and differentiate it from its direct competitors.
Once the brand core had been established – underpinned by cornerstones such as zeal, hospitality, respect, and sensitivity – we developed our own narrative capable of conveying its personality – creative, enthusiastic, and passionate – through a storytelling in harmony with its new visual identity.
In the next phase of the project, we transferred this strategy to its Visual Identity with an isotype proposed as a minimalist abstraction of our new value proposal, of Izadi’s view of the world and how we internalise it.
A vanishing point: the place in the infinite where oblique lines converge, guiding us and projecting us into a future brimming with possibilities.
A new symbol, a new perspective, which transports us to a new paradigm and fixes the viewer’s gaze on a focal point.
A more premium appearance, through a subtle link to a synthetic diamond, enhances brand perception.
Verbal Identity appropriates a series of words and concepts which can be synthesised in the new Izadi tagline for the coming years: Do you still think you know us? It appeals to its target in a complicit and intimate way. It elegantly challenges them. It invites them to experiment and to question themselves. It reflects the positioning of a modern and different Rioja. More evocative than descriptive.
ACTIVATION
It was therefore necessary to redesign its packaging slightly in order to adapt it to this discourse, proposing an element which would cause surprise and clearly convey its new narrative. A pyramid inspired by the new symbol.
Finally, a transgressive activation which highlights characters full of stereotypes which crumble and fall the deeper we delve into them. It is a work which has evolved over a period of over 18 months and has crystallised into a successful way of approaching and beginning this era.
