The Wines of Garnacha campaign was designed to educate American consumers and trade audiences on one of Spain’s most underappreciated varietals. Although it is one of the most widely planted wine grapes in the world, it is in the hot and mountainous areas of eastern Spain where Garnacha produces some of its finest expressions.
Our task was to create a visual language that would tie Garnacha closely to its Spanish heritage while still feeling fresh and modern. This task was complicated due the funding restrictions of the European Union which prohibited the use of the word “Spain” within the copy. Thus, our original tagline of “How the New World Discovers Spain” became “How Wine Drinkers Discover the Mediterranean.” The red and yellow colors of the identity were borrowed directly from the Spanish flag in order to evoke Spain without having to say it literally.