Puelles is a traditional family run winery located in the Rioja region of Spain with a strong winemaking tradition. The Puelles family estate produces wines with the utmost care and attention combining tradition with innovation.
"The mix of tradition and innovation was not reflected in the brand and its packaging had become dated and did not reflect the real spirit of the Puelles wines today. The aim of the project was to create a modern brand and increase the awareness and perceived quality of the Puelles wines, both on a national as well as an international level."
The use of a the interpretation of a key element of the Puelles heritage; a 17th century stone wheel from the original mill of the winery helps to represent the new spirit of the brand; creating a more contemporary language which also serves to unify the different wines and vintages.
Within the Puelles range we have also designed the wine labels for the organic brand and the Zenus (author wines), which are exported to the United States.
Zenus is an “author’s wine” produced in small quantities and especially designed by the winery’s specialist and owner, Jesus Puelles. His signature has a main prominence within the label in order to highlight the unique personality of this exclusive wine.
For the organic wine The Brand Union combined the usage of a green pallet with the idea of a limited area of land in order to represent representation of the essence of this eco-friendly product.
The refreshment of the wine labels and packaging was conceived in order to create a profound impact on the Puelles winery brand image.
The creative result combined a strategic approach with a renewed aesthetic sensitivity. We have achieved an ownable and recognizable brand language that covers not only the label as well as the crates and rest of the packaging. The colour palette also contributes to communicate elegance and tradition through a rich range of colours related to the spirit of the different grapes and wines.
A key issue of the project was to include in the new design some element of the estate, but with an artistic angle. So the challenge was to find something typical from the Puelles estate which at the same time could inspire an artistic approach, communicating the Puelles winemaking heritage in a simple and direct way.
With this new identity the Puelles wineries will be able to better face the future challenges of the marketplace.
Source :: www.popsop.com