Sangre de Toro
Alma de España
Rooted in the Penedés, the prestigious Catalan wine region, in 1954, Sangre de Toro is the global brand standing for Spanish wines: distributed in over 130 countries, it can be considered the epitome of the “Spanish Way of Wine” in as much as represents the sense of life, the relationships and the pleasures of the palate. With the aim of renewing its leadership and acquiring relevance for the emerging global consumers, Torres Winery has undertaken a delicate rebranding process together with Robilant, which could not fail to take into account the strong sediment that their wine has built in almost 70 years of history in the minds of millions of consumers.
The careful study of the brand, its history, its most identifying and characterizing iconography, combined with the observation of the most interesting and new domestic competitors, in addition to those present on the global arena, has led as a first step to the crystallization of the brand positioning in a tagline - "Alma de España” - capable of evoking its essence abroad.
The design of the brand identity starts from the central icon of the bull and from the brand name that recalls it, with reference to a mythological episode of great impact (the blood of the bull of the orgiastic rites, linked to Bacchic iconography), assuming a strong symbolic and expressive value. They become, in a new synthesis, the identifying elements of the winery.
Passed from an institutional role to that of a protagonist, the completely redesigned bull conjoins both cultural and natural elements, close to the organoleptic description of the product, resulting at the same time proud and sophisticated interpreter of the passion and powerful communicative verve of Iberians. Visually, then, the bull elegantly merges with the logo, which has also been made more distinctive and contemporary in order to generate a brand block with a strong visual impact.
Colors are the other tool, strengthened and renewed: Original, the progenitor, re-defines its passionate identity in red, while tone-on-tone black acts as a counterbalance in the Reserva, with a rich palette declining all the others variants in a clear and consistent way; all resulting in a fresh and renewed architecture of the offer, benefiting from an immediate decoding.