SOW I Organic by Nature.
In 2014, the Spanish Organic Wines Association was created as a way for the associated wineries to channel their attendance to such forums which the collective considers interesting for the promotion and marketing of their wines.
In 2021, a change is planned to launch a new message to the market and drive a transformation from within the association with the aim of being relevant and recognised as the reference entity in the field of environmentally friendly, responsible oenology.
The proposal stems from clearly synthesising its values and developing a unitary brand which brings together all the discourse not clearly expressed in the previous brand.
OBJECTIVES
• To update the Spanish Organic Wines SOW brand as a more human association with new values, adapting it to reflect new trends.
• To update the Spanish Organic Wines SOW brand as a more human association with new values, adapting it to reflect new trends.
• To serve as a joint communication platform and thus optimise resources and unify messages.
• To promote Spanish Organic Wines as an activist and motivating entity in wine sector organisations.
PROPOSAL
From the outset, we rethought the value proposition, which was not reflected in the current brand, neither in form nor in substance. We proposed recovering its initials with the two-fold objective of being more forceful and for the naming to have a double meaning.
Similarly, the new brand eliminates any artifice to get to the heart of the matter: to conquer natural, organic territory with a clear, almost vindictive commitment to get back to its origins. It is no coincidence that most of the wineries which comprise the association are family wineries or independent winegrowers who are truly committed to the land.
The brand must be aligned with the same sustainability values applied to the Association’s member wineries.
From this point, we incorporated eco-design, both in the conception and development phases of the association’s new brand. We set out to reduce the brand’s environmental impact through a gesture as simple as a significant reduction in ink used, the graphic representation of growth, and how the brand blossoms and flourishes through its graphical expression.
GRAPHIC SOLUTION
In this re-branding, typography took centre stage. We selected a typeface: Ryman Eco Sustainable, as it uses 33% less ink than other standard fonts and ties in perfectly with the purpose of the association and, in a figurative sense, is a metaphor for farm furrows.
A fresh appearance, full of personality and presence, is accompanied by a renewed colour palette inspired by natural colours in a horizon line, from which the initials and the name of the association emerge.
The graphic universe around the brand enhances the brand’s naturalness, minimal intervention, and the human component throughout the whole operation.
A renewed aesthetic, flexible and open to incorporating more elements as the brand is projected on new supports and becomes more active.
The Baseline: Naturally Organic reinforces the concept of the brand and its claim to embrace its partners’ commitment to the development of this type of viticulture, through strong leadership.
SOCIAL MEDIA
The new @spanishorganicwines brand seeks to convey and emphasise the “sowing” movement, which originates at the vineyard, and the growing interest of associated wineries in producing organic wines. The choice of typeface is no coincidence – Ryman Eco Sustainable – which uses 33% less ink than other standard fonts and ties in perfectly with the purpose of the association. #branding #wines #soe #organic #brand #wine
