Challenge
Aveleda is a family-owned winery based since 1870 in the Portuguese region of Vinho Verde. Having developed a new red blend especially for the palate of US consumers, Aveleda required a name and packaging design for their new wine: to be positioned as a concept wine from Portugal, and marketed to Millennial consumers searching for new experiences from lesser-known regions. They turned to DAf to develop this new product, including naming, packaging design, key visual, POS material and brand book.
Client |
Aveleda |
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Capabilities |
Packaging Design
Brand Book
Key Visual |
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Solution
Studying the history and culture of Portugal alongside this new product’s current competitive market, DAf discovered a wealth of evocative names to explore, inspired by the country’s music, landscapes, cuisine, language and literature. After consulting these with the client, the brand name “12 Knights“ was selected, inspired by a medieval tale of bravery and camaraderie, intimately known to the Portuguese.
Packaging Design
Abundant in symbolism, the sword was chosen to represent the knight. Positioned vertically along the bottle and accompanied by minimal text, the sword, powerful and memorable, stands out on the shelf.
Brand Book
DAf created the 12 Knights brand book, outlining logo, copy, colors, typography and guidelines for print and digital end-use.
Key Visual
The Key Visual presents a medieval armored knight standing by a castle wall, with turrets visible in the background in tones of black, white, grey and red. His face shield is raised and his serious facial expression can be seen. In his hands is the iconic sword with an elaborate hilt, which has a seal depicting a mounted knight on it, which is also shown on the garment he wears. On the right side of the visual is the bottle, which is the same height as the knight.
Result
12 Knights is currently being distributed throughout target US states.
Patricia Contreras January 5, 2021
Challenge
A new market has joined DAf’s portfolio, with historic Portuguese vineyard Herdade das Servas approaching DAf about creating a brand video to celebrate its icon wine Vinhas Velhas. Born to create wines that reflect the richness of the Alentejo region and with a history stretching back to 1667, Herdade das Servas wanted to highlight their tradition with a powerful, romantic video to showcase the vineyard in all its glory, transmitting this sense of history to its icon wine brand.
Client |
Vinhas Velhas |
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Capabilities |
Video
Storytelling |
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Solution
Visiting the vineyard, DAf was enchanted by the original clay vessels belonging to the winery, one of which had the date 1667 carved into its surface. We based the video on this particular ancient clay amphora, wrapped in old rope that slowly unraveled, transporting us through 350 years of history. Through this visual, the corporate video explored the history of this area of Portugal, supported by a script highlighting this romantic look at the past, introducing, as the rope unwound, a family deeply tied to their past.
Corporate Video
Luis Mira, who inherited the vineyard, present in his family for 13 generations, was chosen as the narrator, thereby giving the story a personal touch alongside a visual feast of historic and modern imagery. The result was a beautiful video that paid homage to the vineyard, its icon wine and the area’s rich winemaking heritage.
Voice Over
We were born of this arid land.
Born to work the soil, plant vines, harvest.
Born to create wines that reflect the richness of the Alentejo.
And the tradition of Estremoz.
It’s in our blood.
It’s what we do.
It’s what we’ve always done.
Our historic vines bind us to our past
and our clay amphoras stand as testament to our winemaking heritage,
a reminder of times gone by.
Touch the smooth, cool clay and you are transported back 350 years
To 1667.
When our wine was fermented in Alentejo’s unique talha style.
They are the legacy our forefathers left us,
along with their winemaking knowledge
and the aged, twisted vines that lace our arid lands…
Weaving together the generations
and bearing the rich grapes
that produce our Vinhas Velhas wine.
We are Herdade das Servas,
and we are bound to our family’s legacy.
Bound to our family’s legacy.
Patricia Contreras September 30, 2020
