Rebranding of a classic Rioja.Bodegas Corral has its origins 120 years ago in Sojuela, as a family company. During all these years, the enterprise strategy has remained the same, even though many secondary brands have joined the company, such as Don Jacobo, their most recognized one; Altos de Corral, their premium quality wine from single estate vineyards; or Vine Roots, their most vanguardist line. Their most distinctive is the tradition and experience they have from so many years working in the wine industry. In addition, Bodegas Corral does much more than just making wine, they have created a whole experience around it: not only do they offer enoturistic (a kind of turism related to wine) activities, but they are also the only winery in La Rioja located by the Way of Saint James.
We detect a bad brand structure in which there is no clear hierarchy, which is perceived by the customer and not only generates confusion, but prevents it from associating the different sub-brands with each other and with the central brand Bodegas Corral.
We believe in the need to create a renewed image that represents the essence of Rioja and is consistent with the times. However, this does not have to stop representing the tradition and history of the brand, characteristics that distinguish it from the competition.
In addition, we seek to reflect all this new administrative management and image in a social projection consistent, through events and campaigns that give visibility to Bodegas Corral as a reference of the culture of wine that is.
Above. Previous brand structure and hierarchy.
Next. Redesign, structure and hierarchy of current brands.
We gave the company a new structure in which we reinforced Bodegas Corral as the main identity of the brand, always synonymous with quality. The main brand is the central identity in which the rest of the secondary brands are born: Don Jacobo, Altos de Corral, Vine Roots, Viña Martín o Viñas de Tereso, each of them with their own personality, and specially designed for every kind of consumer.We designed a new visual identity, using contemporary features and capturing the historic essence of the brand. This way, we transform the previous too classical and overwhelmed logo into a more plain and smart one.Lastly, in order to give the brand a whole new perspective, TSMGO organized not only their 120th anniversary commemoration, but also every edition of the “Una parada en El Camino” event.
We use the date of the 120th anniversary to send a message to the market in which the renovation lived by the winery is moved and the way in which it faces the future. A milestone in which to pay tribute to all those who have helped to build the history of the winery and to reinforce the bond of the shareholders with an event in which to make it tangible.
The classicism with touches of modernity makes the brand run between two moments and serves as a transition between the legacy it collects and the history it projects
Together with the brand structure, the packaging for the icon’s brand wines is finished: Don Jacobo; creating a renewed classicism more appropriate to the present, which reinforces the historical values and elements that sustain the hierarchy and assets of the brand are: Family Rioja winery linked to the Camino de Santiago.
Una parada en el camino, Don Jacobo
As part of a brand and global image strategy, a communication plan and social projection of the brand is also outlined, according to the new identity, which through different events and campaigns has given visibility to Bodegas Corral and has positioned it as benchmark in the culture of wine.
Among the outstanding actions, the 120th anniversary commemorative event was created and organized, and the different editions of “Una parada en el camino, Don Jacobo” are carried out. A few days of doors open to the public, which seek to publicize the winery and strengthen the link it has with the Ruta Jacobea to be located on its route.
To sum up, we have created a brand-new brand concept for Bodegas Corral, including a restructuration of their secondary brand functioning and a renewal of their image. As a consequence, the perception the consumer gets from them is completely different and has been designed to have the best results.