Brand Architecture and Branding

Challenge

Chilean winery Viña Ventisquero was in a very unique position: The mother brand housed five key wine brands functioning alongside bespoke brands for specific export markets. However, the winery had discovered that consumers confused the similarly named Ventisquero, the winery’s most recognizable range, with its Viña Ventisquero namesake.

Viña Ventisquero came to DAf with a challenging project: To create an umbrella brand that would allow it to better showcase its individual wineries, creating a powerful new identity that would allow brand equity to trickle down through its diverse portfolios.

The process consisted of two distinct phases: Firstly, an analysis of Viña Ventisquero’s brand architecture. Secondly, the rebranding of Viña Ventisquero, including storytelling, naming, tagline, brand identity and a brand book for its application throughout the holding.

Brand Architecture

After presenting and discussing brand architecture scenarios with the client, it became clear that the best way forward for the winery was a House of Brands structure in which each separate sub-brand and business unit was positioned horizontally beneath the to-be-named mother brand. In this way, each would receive equal weighting in the eyes of importers, trade and consumers — including the Ventisquero portfolio, which up until that point had often been confused with the holding’s name.

Branding

With the corporate structure finalized, our creative team began the task of rebranding the winery. With “Ventisquero“ present in both the winery’s name and one of its sub-brands, the challenge was to continue to use the word in a naming and rebranding proposal that clearly separated winery from wine range, while reinforcing the its ownership of vineyards throughout Chile.

Naming and Tagline

The winery was renamed Ventisquero Wine Estates. During the process it became clear that “vineyards“ did not carry the necessary weight to communicate the vastness of the holding’s land assets. For that reason, DAf arrived at the solution of “estate“, a term that summarizes the idea of an extensive area of land, while also referring to ownership by single family or company, both of which are true in the case of Ventisquero Wine Estates.

The tagline “Growing Origins“ was chosen as a means to further highlight the company’s ownership of winegrowing land throughout the country.

Brand Identity

Our designers worked to create a brand identity for Ventisquero Wine Estates that let each of its sub-brands continue to express themselves.

Colors

The color scheme of gold, light blue and burgundy reflect brand characteristics of the vine, ventisquero and wine. White and gray are also employed in a neutral or complementary capacity.

A signature “V“ shaped patterns inspired by the ice phenomena of the Queulat hanging glacier are also derived.

Monogram and Logotype

Drawing from the dynamism of the letter “V“ and the sense of growth of the vines, the monogram elegantly presents Ventisquero Wine Estates’ initials.

A variety of formats were designed, including isologotype (combining the brand name and monogram in a single graphic block), logo and compact logo.

Brand Book

DAf designed Ventisquero Wine Estates’ brand book, outlining each brand’s correct usage across all stationery, textiles, materials, digital applications and winery installations. It also proposes a unified style of brand photography.