Osborne – 1866/Brandy as never seen before

Spain – Osborne

1866/ Brandy as never seen before

Challenge

When Osborne developed a new transparent packaging for its ultra-premium 1866 brandy, they also needed a new brand strategy to communicate that while the brandy remains a classic reference in its class—a luxury product with an intense flavor borne of approximately 12 years of aging, and a production process with a system of criaderas and soleras with 16 scales—it also occupies a modern space. In tandem with its new packaging, they sought to improve brand knowledge of the product, especially among 43 to 53 year-old consumers who seek out the highest quality, expertly crafted spirits.
Client
Grupo Osborne
Capabilities
Brand Strategy

Brand Video

Key Visuals

Photography

Brandbook
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Solution

Keeping in mind the fact that this brand is a classic, we helped to develop a new creative identity for the Spanish and export markets, that includes storytelling and a video that expresses that this brandy is the pinnacle of luxury in the world of brandies. In Spanish the creative campaign hinges on the expression “Como siempre, como nunca”, which in English we render “Brandy, as never seen before.” This shift will appeal to local and international brandy consumers who value the storied history of the brandy and on a quest for new, enriching experiences.

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Brand Strategy

The radical change in 1866’s packaging made the perfect springboard for a new brand strategy. Seeing their desire to remain seated in the traditional world of brandy, and never losing sight of their more than 150 years of history yet with new visual codes, and keeping in mind their ideal consumer from 43 to 53 years of age, we developed the creative phrase, “Brandy as never seen before” (Como Siempre, Como Nunca in Spanish).
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Brand Video

The brand video begins with the traditional colors and codes of brandy, with wood representing the multiple casks in which it is aged, and moves into more translucent hues to reveal the color and quality of the brandy, and ends with the new, transparent bottle surrounded by a gleaming series of crystals that represent the 16 scales it passes through before bottling.

Key Visual

The new, crystalline bottle appears on a wooden surface, calling back to tradition, while displaying its perfect serve, a glass of brandy with a single ice cube. The bottle is surrounded by crystal columns going from smallest to largest, representing a new look at a traditional brandy with a tip of the hat to the 16 scales of 1866’s production process.
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Photography

Whereas the codes of brandy are often dark, in homage to cellars and the amber color of the liquid, in photos, DAf chose to highlight the play of light at every stage, from the barrels to the cellar, to the way it plays on the distiller’s hands. The light is warm, reminiscent of the color of 1866, luminous as it is poured and in the glass.
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Brandbook

DAf developed and designed the brand book for 1866, including the brand essence, DNA, voice, customer profile as well as logo, style guide and typographies.
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MAKING OF

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Brandy as never seen before

April 27, 2022

Spirit of Conquest

Spain – Carlos I

Spirit of Conquest

Challenge

Due to the growth of rum and whisky, coupled with connotations of stuffiness, brandy has been confronted with the challenge of attracting and maintaining a younger consumer base. Given this context, Carlos I, one of the world’s most recognized brandies and part of Spanish stronghold Osborne’s portfolio, wished to compete strategically to captivate new 35+ consumers of dark spirits.

To deepen its claim “Spirit of Conquest,” Carlos I invited DAf to develop its new brand strategy, supported by a consumer campaign to create growth key markets of Spain and Germany by underpinning its principal image characteristics: premiumness, quality, flavor and prestige.
Client
Osborne
Capabilities
Brand Strategy

Brand Film

Key Visual

Brand Book
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Solution

The intense focus of the "achiever" was selected as the attitude behind the campaign, as a means to zoom in on the different stages involved in brandy making and brandy mixology. Throughout the brand film, the pillars of origin, nobleness, determination and wisdom are unpacked, ultimately identifying the one thing our consumer most needs to conquer their goals: intuition.

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Brand Video

The video presents a bodega worker, mixologist, and the brand’s Master Blender, to present the different people key in the creation and enjoyment of Carlos I. By highlighting young, high-achieving brandy professionals, the aim is to reflect the attitude of intuition and conquest key to the brand and its new, younger target market.

Key Visual

Our determined, young bodega worker is shown in Osborne’s cellars, alongside mixology tools that remind newer consumers that there is more than one way to enjoy brandy.
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Brand Book

DAf developed the brand book for Carlos I, outlining its history, brand pillars, manifesto, consumer archetype, logo, graphics and all other elements essential for key markets to implement the campaign
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Spirit of Conquest

August 13, 2021

Carlos I – Cocktails

Spain – Carlos I

Cocktails

Challenge

Carlos I, one of Spain’s most well-known brandies, continues to look inward to search for new ways to connect to brandy drinkers, especially the younger target. As one of the brand’s pillars is mixology, DAf was asked to create photography and capsules for use in social media to remind younger consumers of the versatility of Carlos I when it comes to cocktail hour.
Client
Grupo Osborne
Capabilities
Photography

RRSS Capsules
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Solution

DAf worked with mixologists to create a series of ten classic brandy cocktails. Our team worked with a premium though contemporary color palette, based on the composition of each cocktail. Photographed in studio using simple geometric props, block color boards and a copper-hued cocktail set as support, the bottle is front and center of all material.

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Photography

Each cocktail was photographed in studio, accompanied by the elements essential to create it. The extra premium Amontillado and Pedro Ximénez brandies were coupled with a more sophisticated art direction.
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Capsules

DAf created 8” capsules of each cocktail, showing each in all its beauty, ready to be served.

Book of Cocktails

DAf designed a book of classic recipes featuring Carlos I, to inspire our consumers’ next cocktail hour with friends.
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The beauty of brandy.

May 4, 2021

The Pulse of Time

Spain – Bodegas Montecillo

The Pulse of Time

Challenge

Having reached the milestone of their 150th anniversary, Bodegas Montecillo required a new campaign to premiumize their brand and explain their winery’s background, without relying on overly traditional creative codes. DAf was approached to create the concept behind this campaign and communicate the authentic history and savoir-faire of Rioja’s third-oldest winery through a brand film, key visuals for the main SKUs and photography for social media.
Client
Bodegas Montecillo
Capabilities
Video

Key Visual

Photography
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Solution

150 years after their founding on the very same Rioja lands, one thing is clear to the team at Bodegas Montecillo: the passage of time is intimately connected to winemaking, both in terms of the growth of a winery and in terms of the creation and cellaring of each bottle. However, for Bodegas Montecillo, time’s passing is a cause for celebration rather than nostalgia. Through the claim “The Pulse of Time”, the winery shows how the beat of time inextricably connects the winery to its past and to its work, with optimism for the future.

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Brand Film

The video shows us luscious scenes of Rioja and featuring the brand’s Chief Winemaker, a beat builds throughout the brand film, beginning in a heartbeat and supported by the visual of a metronome, symbolizing the passing of time and work of the team.

Key Visual

Key Visuals highlighted the winery’s four main SKUs and their revitalized brand color. The metronome’s hand marks time, displaying the winery’s key dates in gold.
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Photography

We shot in studio and on location at the winery, developing a suite of assets that showed Bodegas Montecillo’s portfolio in a newer, more modern light, accompanied by geographic shapes, natural architecture and shadows.
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The Pulse of Time.

March 30, 2021

Vive al Doble

Spain – Doble·V

Vive al Doble

Challenge

When Osborne added the whisky Doble·V to their portfolio, they were faced with the challenge of relaunching the brand to attract mid-Millennial whisky consumers to this Spanish, rather than Scotch, whisky. DAf was approached to create a range of assets to reposition the brand, including brand manifesto and claim, packaging design, key visuals, social media content and brand book.
Client
Grupo Osborne
Capabilities
Packaging

Key Visual

Social Media Content

Brand Book
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Solution

DAf created fresh, attractive pieces where the liquid was the star, drawing from Doble·V’s distinctive warm red tones and the icon of the “W” to create transparent, uncomplicated communications. The results shy away from the typical complexities of the whisky world and present our attitude-forward consumer at the forefront.

Key in all materials was the unencumbered, highly sociable attitude of the consumer. Described in Spanish as a “picarón” (similar to a “jokester”), they are the type of person who lives life intensely. This attitude was expressed in the claim “Vive al Doble,” a play on words in Spanish, inviting consumers to live more.

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Manifiesto

Cuando somos nosotros mismos, vivimos al doble.
Nos reímos, jugamos y disfrutamos al doble.
Pensamos menos en qué dirán y mucho más en qué vendrá.
Siempre atrevidos, listos y con audacia.
Así bailamos con el tiempo.
Dándole al pasado una doble vida
para hacer el presente mucho más interesante.
Y si tenemos en mano el whisky ideal, ¡pues mucho mejor!
Con doble suavidad y carácter, con doble sabor y espíritu.
Tan versátil como nuestro destino, tan auténtico como nuestra actitud.
Perfecto para celebrar todo lo que venga.
Sin importarnos cómo, ni tampoco dónde.
Justamente de eso se trata,
Vivir al doble.

Packaging Design

We updated Doble·V’s packaging to present a cleaner, more modern design featuring the iconized “W”.
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Key Visual

Doble·V defines itself as a brand that invites consumers to live intensely, forgetting about what others may say, and instead focusing on future opportunities. This attitude, summarized by the tagline “Vive al Doble” (a play on “life” and “double”) is expressed in the key visuals. Divided in two, they show our consumer, the “picarón”, living life to the fullest in everything they do.
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Perfect Serves

Key in this campaign is the inclusion of “perfect serves”, typical Spanish aperitivos that pair beautifully with the whisky.
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Photography

We shot in-studio to capture our consumers’ authenticity and happiness.
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Brand Book

DAf developed and designed the brand book for Doble·V, including the brand concept, guidelines and actions to present the refreshed product to market.
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Vive al Doble.

June 1, 2021

Where Memories Are Made

Spain – Anís del Mono

Where Memories Are Made

Challenge

As an iconic brand of Anís, a digestif often taken after meals and incorporated in pastries, Anís del Mono is a beloved part of everyday and specifically Christmas tradition in Spain. Its faceted bottle, which is styled after an elegant perfume bottle is also used as a style of percussive instrument to accompany songs at Christmastime.

The brand approached DAf to celebrate 150 years of Anís del Mono, produced in Badalona, Catalonia. They call back to the persevering tradition of the liquor, whose formulation and production have not changed in 150 years. Using their newly-designed label to celebrate this long-lasting tradition, we developed stills for social media, a key visual as well as a brand video in 60“, 30“ and 15“ formats as well as capsule videos for use on different social media platforms.
Client
Grupo Osborne
Capabilities
Brand Video

Key Visual

Social Media Content
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Solution

Anís del Mono occupies an important place in Spanish tradition, and has many unique elements to its branding, from the stylized faceted bottle, to its namesake monkey, and even the misspelling of a word on its classic label. We are called back to the unchanged history of the spirit as something that brings nostalgia and that has deep roots that transport us back to our past, even as they distill into our present.
DAf wanted to show that though the liquor dates back 150 years, it continues as a strong force that tells not just the story of the liquor, but brings back strong memories for those who drink it.
The tagline “La Fábrica de Memorias“ or “Where Memories Are Made“ encapsulates the past and present quality of the spirit, which harkens to tradition, but lives on until today.

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Brand Video

The brand film opens with a stained glass window with the liquor’s namesake monkey on it, which is located in the distillery. It then shows hands leafing through a ledger with the word Badalona printed at the top of the page. DAf constructed a small scale old-fashioned movie theater in the distillery to join together the nostalgic feeling of watching an old school movie with the essence of the liquor. The reel to reel projector projects over parts of the still before showing the distillation of the liquid itself. As the faceted bottles roll past, the trilling sound that the bottle makes when played as an instrument is heard, and the voice over is told from the perspective of the liquor itself.

Key Visual

The key visual is an image of the bottle with the redesigned label, in front of the stained glass window, giving an ethereal yet traditional look, with touches of copper in allusion to the stills used to distill the liquor. A sprig of flowering anise completes the visual with the words “Fábrica de Memorias“ and a text recalling founder Vicente Bosch below.
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Social Media

DAf developed a series of stills for use on social media, showing the bottles, still, liquid and the projections of historic photos over the stills. We also developed short capsules for Facebook, Instagram feed and stories. These 15“ videos show the rolling bottle with the melodic sound it produces when played, the liquid being distilled as well as a reel-to-reel film being shown. The voice over is in first person, as though the liquor itself is speaking.
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La Fábrica de Memorias / Where Memories Are Made

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December 16, 2020

A Family Beyond Sustainability

Spain – Familia Torres

A family Beyond Sustainability

Challenge

Familia Torres, one of the world’s largest and most recognized wineries is a long-standing DAf client. They are very commited to sustainability, which, given the size of their winery has a large impact on the planet. The client wanted to communicate their long-term commitment to sustainability and develop a claim that could work for the coming years that represents everything that the family is doing to achieve it.
Client
Familia Torres
Capabilities
Key Visual

Social Media Content
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Solution

We focused on the legacy of the Torres Family, and the stewardship they have of the earth, which includes undertaking measures to lower their carbon footprint by 30%, recovering old grape varieties and investing in organic winemaking. The history of their five generations, and the care they take of the planet to keep this legacy going are an essential part of the winery’s identity.
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Key Visual

The key visual shows Miguel Agustín Torres (president and 4th generation) with his 5th generation children, Miquel and Mireia, who both hold high-level positions in the winery, representing the multiple generations of the Torres Family on the steep slopes of Finca Tossals, Familia Torres’ highest winery in Priorat, Spain, overlooking a valley, and backed by a mountain ridge. The overlay features a text with the claim “A family beyond sustainability“ and a paragraph detailing the steps they are taking to be good stewards of the land. The paragraph is underlined with Miguel Torres flourished signature. There are versions of the key visual in English, Spanish and Catalan.
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Key Visual Text Overlay

Five generations as wine producers have helped us to have perspective. We believe that a new way of understanding wine is essential in order to face climate change. With this in mind, we have undertaken measures to lower our carbon footprint by 30% while at the same time recovering old grape varieties and investing in organic winemaking. Beyond sustainability, our legacy is taking care of the planet for future generations.
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Social Media

Individual photos of the fourth and fifth generation, Miguel Agustín Torres, Miquel and Mireia at the mountaintop winery in Priorat, Catalonia, Spain will be used in social media.
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A Family Beyond Sustainability

January 5, 2021

A Legend Reborn

Spain – Viña Monty

A Legend Reborn

Challenge

As part of the celebrations of their 150th anniversary, Bodegas Montecillo relaunched their historic brand Viña Monty. Its return was marked by releasing three new Reserva wines and unveiling of the last bottles of the award-winning 1975 vintage, in which Viña Monty was chosen #1 among France and Spain’s most prestigious blind tastings.
DAf was approached to create a campaign in support of Viña Monty’s return, including concept, storytelling, claim, brand video, key visual and social media content. The challenge was to build brand equity and elevate Bodegas Montecillo’s credentials by bringing Viña Monty—once its most iconic brand—back to top of mind.
Client
Grupo Osborne
Capabilities
VOICE OVER

VIDEO

KEY VISUAL

SOCIAL MEDIA CAPSULES
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Solution

The new Reserva range was developed by chief winemaker Mercedes García Rupérez, over eight years of careful investigation, spanning 800 separate parcels in the Rioja Alta region and revealing some vines over 100 years old.

Alongside its reinvigorated brand color, the chosen claim “A legend, reborn“ communicates the foundation of Viña Monty’s tradition and origin, combined with this modern investigation into nature and terroir.

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VOICE OVER

Nature calls upon our land
Ancient stones whisper a secret,
that rises to the surface.
Stories woven into the landscape slowly unravel.
As clues are revealed,
a path is set,
tinged with a distinctive hue.
A hint of things to come,
suffused with passion and tradition.
The past is unearthed,
forever intertwined with the land,
crafted to become the finest expression of our terroir.

Viña Monty. A legend reborn.

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BRAND VIDEO

Filmed on-site in Rioja Alta, Viña Monty’s tradition, origin, terroir, influence of nature and chief winemaker all feature prominently in the brand video.

KEY VISUAL

The key visual presents the product, highlighting the contemporary brand color and surrounded by items that explore its tradition, origin, terroir and relationship to nature.
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SOCIAL MEDIA CAPSULES

16“ video capsules were developed for social media, highlighting the brand’s cellars, its chief winemaker’s investigation and old vines.

A legend reborn.

August 20, 2020

Cultivating the remarkable

Spain – Ysios

Cultivating the remarkable

Challenge

Pernod Ricard Winemakers approached DAf to create a number of brand assets for Ysios, a terroir-focused winery in the Spanish region of Rioja Alavesa. With products appealing to consumers with high purchasing power, Ysios required key visuals and claims to position their masterbrand and five product lines, communicating and giving weight to their positioning statement of “Cultivating the remarkable.”
Client
Pernod Ricard Winemakers
Capabilities
Storytelling

Key Visuals

Campaign Toolkit

Photography
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Solution

For Ysios, the concept “Cultivating the remarkable” takes root through the cultivation of the best grapes from the finest lots, and later connects to the concept of cultivation at a human level, though which the remarkable occurs in the relationships between people, then between people and the terroir of Rioja Alavesa. We worked with the campaign claim “Distinctive connections. Remarkable wines” to create a series of key visuals, both for the masterbrand and for separate product lines.

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Storytelling

It is only through nurturing connections that we become enriched – we progress, we are refined, we enhance our lives. The intensely personal connections we develop nourish our life and in turn help us cultivate something remarkable. At Ysios, we capture the distinctive expressions of Rioja Alavesa terroirs by unlocking the secrets hidden within the soils of each of our small plot vineyards. Choosing the exact moment to hand pick the best grapes from distinctive lots of clay-limestone earth – carefully connected with our avant-garde winemaking mindset. It is this intense personal connection with each small lot vineyard framed by the backdrop of the majestic landscape that showcases the remarkable at Ysios.
Ysios. Cultivate distinctive connections.

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Key Visuals

The key visuals reference these connections between nature and humankind; showing the aspects of the Rioja Alavesa terroir that result in each wine’s expression, alongside the curves of Ysios’ winery’s highly-original architectural design. Low saturation, low contrast and red-leading tones serve to highlight the bottle shot in each key visual, which is further accentuated through the sweeping signature symbol in foil that encases the bottle.
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Campaign Toolkit

DAf created a campaign toolkit outlining the creative and communicational concept, purpose and use of brand manifiesto, claims and taglines; graphic guidelines for print and digital; and the correct use of all brand photography, color treatment, typographies and logo.
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Photography

Original photography captures a range of hidden details throughout Ysios’ winery and natural surroundings. A special attention to color (low-contrast, desaturated style) creates a sensorial experience for the viewer.
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Results

The campaign is currently live in the Spanish and global markets.
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Distinctive connections. Remarkable wines.

September 29, 2020

130th Anniversary

Spain – Carlos I

130th Anniversary

Challenge

Osborne’s brandy Carlos I is the world number one selling Brandy de Jerez Solera Gran Reserva and market leader in Germany, key for brandy in Europe.

In celebration of the 130th anniversary of Carlos I, Osborne released a limited edition and charged DAf with communicating this milestone. Inspired by the product’s once-only packaging, DAf’s task was to create an integrated campaign including brand video, key visual, photography, social media capsules, brand activation and sales material, to present Carlos I’s 130 Anniversary Limited Edition in Spain and Germany in the on-trade and Duty Free channels.
Client
Grupo Osborne
Capabilities
VIDEO

KEY VISUAL

PHOTOGRAPHY

SOCIAL MEDIA CONTENT

POS

BRAND ACTIVATION
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Solution

Created by Osborne’s Master Blender, Ignacio Lozano, the anniversary edition blends brandy from the cellar’s oldest soleras and holandas along with the history and expertise of his predecessors. In addition, for the first time in the brand’s history, two of the century-old butts from Carlos I’s founding solera were also emptied, resulting in a brandy truly impossible to recreate.


With its mounted knight icon, the Carlos I’s limited edition packaging can be seen as a contemporary interpretation of the armor used by 16th Century knights.

Alongside the claim “The spirit of conquest,” we developed brand storytelling based on the strength and beauty of the knight’s horse to communicate the conquest of history, time and knowledge behind Carlos I’s limited edition brandy.

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VOICE OVER

It takes time to create something remarkable.
Triumph is the result of unceasing endeavor.
Only with time does a king become a conqueror,
His spirited stallion a trusty steed.
Born of butts steeped in history,
And aged to perfection
It is with this patience that a craftsman becomes a master,
Signing his name to a blend that unites knowledge and heritage.
All to create a brandy that conquers the passage of time.
The legacy of 130 years of history.
Carlos I. The spirit of conquest.

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BRAND VIDEO

Filmed in Osborne’s original bodega, the brand video alludes to the passage of time that creates such a brandy, and the strength and elegance of the horse that has always symbolized the brand.

SPANISH VERSION

KEY VISUAL

For use in both off and on-trade respectively, DAf created key visuals featuring Master Blender Ignacio Lozano, and the horse, alongside the soleras and holandas whose brandy, blended over the years, gave way to this never-to-be-repeated product
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PHOTOGRAPHY

Original photography presents the ambiance of Osborne’s cellars, alongside the horse and Carlos I’s sleek, limited edition packaging.
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SOCIAL MEDIA CAPSULES

Capsules for social media were created focusing on the horse, the Master Blender and the anniversary product itself.

BRAND ACTIVATION

DAf created a brand activation concept through which participants enter a darkened room in a gallery-like space. Once inside, they pass through different rooms where, through sensations, the aromas and flavors of the anniversary edition brandy are introduced.

SALES MATERIAL

DAf created a brandbook, sales folder, presentation material and billboard in support of the campaign launch in the Spanish and German markets.
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BEHIND THE SCENES

We traveled to Andalucía to film on location in Osborne’s original cellars.
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DUTY FREE VIDEO

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September 2, 2020