Project Title: Altano wines
Client or Class Name: Symington Family Estates - https://www.symington.com
Altano is an emblematic Douro wine, produced by the Symington family and the brand wants to reach a new segment of consumers. It’s a wine range with an easy consumption, uncomplicated, widely available and the perfect match for a social life, without losing all the exceptional quality of Douro wines.
Nevertheless, Altano Reserve wines suit as well for a more sophisticated target.
Omdesign’s challenge was to refresh the brand’s image, reinforcing its credentials through all the 5 products: red, white, organic, red reserve and white reserve wines. The main goal was to build an icon for young and social wine enthusiasts, the new segment the brand aimed to achieve.
Therefore, the first step was to modernize the owl symbol, the Douro keeper, and more specifically, the Symington family’s grapes and vineyards keeper, to a more pure, straightforward and minimalist design, combined to the wisdom symbolism that an owl represents. Nevertheless, the process of reshaping and refreshing Altano image and labeling needed to match the quality and simplicity this family stands for, linked to the special signature these wines contain: Naturally Douro. In addition, the chosen colors, textures, reliefs and finishes were particularly selected to merge the wines profile with its characteristics, uniqueness and purity. The organic wine clearly appeals to the five senses, since its label has the same textures and sensibility of a vine leaf, referring to the sustainable nature of this wine.
With this project, each Altano’s reference became more modern, distinct and stronger. The goals to integrate these wines into Symington’s portfolio and bring closer the new generation of consumers – the Millennials – were achieved through this rebranding.
Diogo Gama Rocha