Founded in 1150, the Royal Monastery of Santa Maria de Poblet is the most important Cistercian monastery in Catalonia. The contributions of the Cistercian Order, which was founded in Burgundy a little over half a century beforehand, included its assertion of the importance of the monks’ manual work. As a result of this, they played a decisive role in developing European viticulture.
For a wine that arose from the highly individual tradition of Poblet Abbey, we suggested the name “Intramurs” (between walls), as it is made in the monastery’s winery, within its walled enclosure.
The graphic motif chosen is a 12th-century capitular letter from the first Bible illustrated in the Cistercians’ own style, the so-called Saint Steven Harding Bible, named after one of the Order’s founders. This Bible is preserved in the municipal library of Dijon (France), near the original Cistercian Abbey, founded by Robert of Molesme in 1098.
The colours used in Cistercian art and the abundance of white reflect the spirit of monastic austerity. The strong character of the capitular letter stands out in clean and ordered graphic surroundings as corresponds to a wine with a contemporary profile, thus combining tradition and modernity.
Via Avgvsta Naming
The brand concept was established around the provenance of the product, including both its geographical (Spain) and historical origins (Hispania, the Roman Spain). The naming works like a door leading consumers into the story. It is capable of attracting the target’s attention, of shaping the brand’s physical presence and of associating it with high quality, authenticity, tradition and prestige.
The narrative behind the VIA AVGVSTA naming refers to a historical fact, not especially well known but relevant, which can be capitalized on perfectly and legitimizes the super-premium positioning of the brand. Initially conceived of as an oil merchant brand, the fact that the geographical distribution of the most important and traditional olive oil producing areas fit with the route of the old Roman road reaffirmed the choice. VIA AVGVSTA connects the origins of new olive oils that will eventually be added to the range, new varieties with different characteristics.
This execution is part of the global project VIA AVGVSTA.