Marqués del Atrio has presented Faustino Rivero Ulecia's new image today. It is one of the most renowned brands in the Spanish market, and it aims to improve the leadership of a quality wine that has remained loyal to its style since its inception. As Sergio Aja, the person responsible for the creative aspect of the bodega, explains, the goal pursued was to "rejuvenate" a leading and renowned brand for the consumer. “We had to improve its perception, grow and strengthen the brand while still remaining Faustino Rivero Ulecia. We wanted to remain loyal to our roots", highlighted Aja, "With Faustino Rivero's old image, the container did not honour the content. The creative work has consisted in improving the potential leadership and the brand's essence. The brand has been maintained, as it is a very recognisable element, but the packaging has been provided aspects that are coherent with the product's quality". To this end, we have worked on the design of two distinct lines: one for the bar and restaurant business and another for commercial centres.
Description of the labels
For commercial centres, a classic design has been used, in accordance with what a label of a D.O.Ca. wine should look like. Rioja: a structure with a focal point, text fields, a combination of fonts and a method of prioritising the information, as well as visual elements, such as the capsule’s bottom part, but always respecting the brand's essence. “A top priority for us was that the brand could be read clearly”, stated Aja. In order to achieve a coherent redesign, without confusing the consumer, other aspects were maintained, such as the original code of colours used in previous labels. This way the new presentation maintains the essence of Faustino Rivero Ulecia but with a coherent evolution of the brand.
With regard to the line aimed at the bar and restaurant business, the label is more modern, respecting the essential ingredients (capsule’s bottom part, colours, main presence of the brand) but providing a less classical structure and reading, another type of refinement as well as subtle design concessions thatdifferentiate it from a linear presentation (the size of the mention of the type of wine and the mention of Rioja).
Aja also highlighted that “to improve the building of a wine family with a clear hierarchy, another subtle ingredient has been provided: the incorporation of a range of colour labels that intuitively and almost subliminally communicate values to the consumer”. The young wines have white labels, while the Crianza and Reserva wines increase their intensity of ivory tones, providing a classy presentation and increasing their value. Lastly, other details were also worked on, such as the seal, which includes a monogram with the initials F.R.U.