The three wines under the “Dominante” brand make up a range aimed at the off-trade channel in European export markets. An origin identifiable as a Spanish product to be reflected in the choice of the naming, along with the format of the bordelaise bottle, were the defining factors of a design project that had to be completed without delay due to the firm expectations of immediate sales.
The client was considering a contemporary image line, but removed from both the eccentricities and the classic code of Spanish wine. This target was reachable by using certain shapes and graphic architectures in the labelling, such as the structure of the text that stands out over the landscape label and which covers the central space of the brand with its symbol below. But from our point of view, the most critical thing was to provide an appropriate visual translation of a name as expressive as “Dominante” (domineering): What could be the symbol of a wine called “Dominante”?
As a Spanish wine aimed at a European audience we avoided reinforcing any violent or controversial connotations. We therefore discarded associations with the Spanish conquistadores or the world of bullfighting. Instead we went for the world of horses, which presented very positive traits, with values of nobility, tradition and elegance that could also be capitalised under a Spanish hallmark. “Dominante” is therefore associated with the silhouette in gold stamping of a horse in a classic posture of dressage, an art with acknowledged roots in Spanish equestrian culture.