Marques de Riscal Wines had a perception problem: it looked old and expensive. And on the burgeoning market of Dominican wine drinkers, that made the brand unappealing, especially when compared with some of the tastefully designed labels of some entry level wines.
After researching both the history of the winery and the realities of the market, we decided to associate the brand with its motherland: Spain, a land that is both very traditional and very modern. Spain: home to great modern designers and architects and, at the same time, to the oldest restaurant and some of the oldest cave paintings in the world.
We created Marques de Riscal ads that bottled Spanish modernity. In addition, the brand hosted a series of art and design events that helped solidify its new slogan: “Like Spain, traditionally avant garde”