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Research • Positioning • Packaging • Video
INDEPENDENCE DAY
Madeira Wine from Symbolic Discoveries
Challenge
Did you know that Madeira Wine was present at the signing of the US Declaration of Independence? It's true, a link between the American people and this well-known Portuguese wine, from 1776 to the present day.
Independence Day: there was a name registration and there was the specificity of being Madeira Wine. The positioning strategy and identity were missing.
Idea
Your Independence is your Identity, celebrate it with Madeira wine.
Births, life changes, marriages, divorces, first homes, first jobs, travels, decisions finally made, leaps in the dark or risky steps. Independence Day are many days in our lives and the ID Madeira Wine would give body, theme and pretext to a new manifesto of Independence for the 21st century.
Result
In addition to the label design, the choice of the bottle, the creation of the brand, the graphic universe and associated design , a verbal and visual manifesto was created that encompasses multiple possibilities of independence, so that a greater number of potential consumers can see themselves in them. The award-winning photographer Hugo Suissas was chosen for dissemination, for looking at everyday objects and landscapes in a surprising and unusual way, also seeking to encourage the internationalization of talent in Portugal.
