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Intramurs
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Intramurs

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.


Abadia de Poblet, Naming, Packaging

Just This Naming

Just This Naming

When an innovative product is going to be launched, one that has no equal in the market, the need to explain it clearly to the consumer becomes a priority. The choice of the brand name offers the opportunity to do so prominently from the product packaging, especially when there is hardly any other communication media available.

The international focus on the commercialization of the product also demanded the general understanding offered by using English. As it is a snack, a name that conveys a certain informality and is very distinctive and easily memorable was also advisable.

As it is widely explained in the entry corresponding to packaging, the essential feature in this new snack is the 100% identification between the initial raw material, the cheese, and the result, the cheese snack. If we look it up, among the ingredients of the usual cheese snacks it is difficult to find real cheese but flours, flavourings, preservatives, etc. On the other hand, this snack is just cheese, crunchy, but cheese without anything else: it is “Just This, just cheese”.


Just This, Naming

Via Avgvsta Naming

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.
http://www.via-avgvsta.es


Via Avgvsta, Naming

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