At the beginning of 2020, the Association of Wineries of Logroño was re-founded, comprising 8 wineries in the capital of La Rioja with the aim of creating a tourist destination around wine, involving the hotel and catering industry, culture, and institutions.
We set ourselves the goal of building a timeless premium brand proposal, capable of generating interest and winning people's hearts. Our aim was to represent the diversity of options offered by these 8 wineries in the field of wine tourism, 8 different realities that authentically show the richness of the wine universe associated with Logroño, the capital of La Rioja.
Diversity and plurality as a differential fact in each of the wineries: proposals based around architecture, the centuries-old legacy, art, urban... A rich universe to delve into within a very close physical radius.
Diversity and plurality as a differential fact in each of the wineries: proposals based around architecture, the centuries-old legacy, art, urban... A rich universe to delve into within a very close physical radius.
OBJECTIVES
Generate a destination brand which, for practical purposes, acts as a city brand with the aim of lending entity and visibility to the Association.
Bring together different wine tourism proposals under a brand which unites the different realities of its associates.
Act as a joint communication platform and thereby optimise resources and unify messages.
Bring together different wine tourism proposals under a brand which unites the different realities of its associates.
Act as a joint communication platform and thereby optimise resources and unify messages.
PROPOSAL
A reinvented Association needs a completely new positioning for its brand. This is reflected in the promise: Where wine is the capital, which reflects the desire to bring the world of wine to the forefront and the firm commitment of its members to offer an experience based on the reality of each winery.
The purpose of the brand is to create an image of a unique tourist destination around wine and to appeal to the sense of belonging of the people of Logroño, as the main "speaker" for the association and their pride of being part of the city.
All of this is evidenced through the claim Where wine is the capital which focuses on:
Projecting the image of Logroño as the centre of a wine region (one of the most important and most established in the world).
The very essence of the capital of La Rioja and the wineries, which are a magnificent example of wine heritage and its microcosm.
The purpose of the brand is to create an image of a unique tourist destination around wine and to appeal to the sense of belonging of the people of Logroño, as the main "speaker" for the association and their pride of being part of the city.
All of this is evidenced through the claim Where wine is the capital which focuses on:
Projecting the image of Logroño as the centre of a wine region (one of the most important and most established in the world).
The very essence of the capital of La Rioja and the wineries, which are a magnificent example of wine heritage and its microcosm.
Brand development is versatile and flexible and can be deployed to involve other sectors such as hotels, restaurants, culture and the history of the city.
