Challenge

Originally a highly traditional brand, we were asked to redesign Concha y Toro’s Gran Reserva and turn the focus to sustainability and preserving nature, while also staying friendly and un-preachy. This identity refresh had to appeal to the growing young, eco-conscious consumers who seek brands that reflect their values, but steer clear of greenwashing.

Our Approach

After investigating the international sustainable wine market, we identified the key points consumers of this segment search for: legitimacy, accountability, and local identity.

We drew inspiration from the rivers that run across Chile and endow the vineyards with unique conditions, linking the origin of each variety with the river basin they are cultivated in. The brand’s colors and identity were based on the area’s natural chromaticity and wildlife. This also moved us to pick the black-necked swan as Gran Reserva’s icon, given that this species is indigenous to the area.

To show that the brand’s commitment to sustainability is genuine and lawful, we made sure that the most relevant certifications were featured in all key visuals.

The Result

This rebranding positioned Gran Reserva as Concha y Toro’s spearhead brand for sustainability worldwide and the ultimate example of a brand that coexists in harmony with nature.

Through this refresh, the brand now is 100% linked to the concepts of sustainability and nature, with these elements at the core of Gran Reserva’s entire operation.

Gran Reserva has now also become a benchmark within Concha y Toro for communicating environmentally positive practices and the icon sustainable brand within its portfolio.