Campo Viejo has refreshed its visual design, with brand identity and packaging developed by Nude Brand Creation. The world’s best-selling Rioja D.O.C wine brand has adopted a more modern and contemporary approach whilst preserving its heritage and timeless image.
Elements of the bottle design and packaging have been updated in order to reflect the more expressive and colourful nature of the Spanish way of life, and the most notable changes in bottle labelling will be visible across the entire range of red, white, rosé and cava varieties.
The subtle design evolution developed by Nude incorporates a visual redesign of the logo and crest of the Rioja winery, maintaining all the traditional elements, yet giving them a new, more balanced composition. This simplification is also evident in the other elements on the label including new typographic treatments and border details.
The changes will generate a positive impact on the environment by eliminating elements such as the netting around the Campo Viejo Gran Reserva bottles, which will save 6,330 CO2eq/kg in CO2 emissions. Across the range, bottle labels will change from adhesive labels to recyclable FSC-certified PET paper, and a reduction in the label size and redesign of the graphic elements will use less inks and paper. All Campo Viejo bottles are also made using 68% recycled glass.
Oliver Dos Remedios, Global Marketing Director at Campo Viejo said, “the visual renewal of the Campo Viejo image is an important step in continuing to engage our audience at the shelf by delivering on our heritage and quality commitment, and reflecting our colourful and vibrant outlook to life. Additionally, this evolution enables us to take a step further, as a brand rooted in a sustainable approach to everything we do”.
Tony Enoch, Creative Partner at Nude Brand Creation said, “it is an honour and a privilege to work on such an admired brand as Campo Viejo. With something so iconic, we have been careful to make subtle, evolutionary enhancements that reflect the quality of the wine and maintain the modern classic appearance. Small changes that together have a big impact”.
The packaging refresh launches this month.
Source: Nude Brand Creation