For our client Bodegas Daroca we generated all the rebranding work for their brand Laderas del Jiloca, a brand of wines that were formerly marketed under a different name and appearance.
The objective of the action was to modernize the packaging and corporate elements in order to gain competitiveness in the export and domestic market.
For the creation of this success story, we wanted to combine the tradition of the Cooperativa del Campo Santo Tomás de Aquino, the base of the winery, with a modern design and create a fusion between palpable elements of its history.
The first element we picked up was the typography of the advertisement of the old building where the cooperative is located, an original 70's stick typeface that seemed to us a beautiful starting point to start the project. We generated a new typeface 'Jiloca Sans Serif' from the characters of the facade, which served as the basis for the narrative of the entire typographic part and logo.
For the packaging design, we wanted to literally transfer the character of the land of the Jiloca hillsides to the bottle itself.
To this end, we experimented by taking stones from the same soil as the vines, trying to generate an ink buffer with their flatter sides. After several unsuccessful attempts, we achieved a paper with good absorption that allowed us to generate several drawings that we were later able to add on the label of the white and red.
The result was a great reception with the rebranding, which allowed them to open a market in the United States, among other countries, and also in the national territory.
At present, the brand continues to work and to close important sales agreements even before the release of the new vintages, with part of the new vintages sold before their release.
