Century-old winery · Ribera
Modernisation with respect for legacy.
Fourth-generation family winery. Visual system that updated the brand without renouncing its historical archives. Renewed image across five continents while keeping its own identity.
A brand is not a logo — it's a system. Corporate identity work with strategic vision: logo, palette, typefaces, voice, application principles. Design that comes from strategy, not from taste.
Your logo dates from 15-25 years ago and application is inconsistent. The brand feels old without you knowing exactly why — it's the sum of a thousand small mismatches.
Acquisition, merger, internationalisation. The current brand doesn't hold up to the new ambition. Time to redesign with respect for the historical asset.
Your logo was made at the time by a family member or one-off freelancer. It works, but it limits. Without a serious identity, there's a ceiling on projection.
The new generation wants to modernise without breaking. The challenge is respectful updating — neither museum nor clean slate.
Before pencil touches paper: review of positioning, archetype, audiences, competition, cultural context. Design that doesn't come from strategy remains taste.
Three radically different creative directions. Not variations of the same — substantive options. Judgement conversation to choose the appropriate direction.
Logo, secondary mark, palette, primary and secondary typography, iconography, patterns, photography, voice, composition principles. The whole system, not just the logo.
Navigable digital manual + living templates for your team (Figma, Canva, stationery, social). Activation session to guarantee consistent use.
Serious corporate identity isn't aesthetics — it's infrastructure. What it gives:
When palette, typography and composition have their own character, the brand is recognisable without the logo being visible. That's what differentiates serious identity from a pretty logo.
Team and external agencies know exactly what to apply. Daily decisions stop being political frictions.
Well designed, the system works from a social avatar to a billboard. No friction in adaptation, no improvised versions.
A well-designed identity raises the perception of product quality. The difference between premium brand and commodity is more in the visual system than in the product itself.
Well-built identity is a registrable brand, legally defensible, saleable in a corporate transaction. That is real heritage value.
An identity the team feels proud of is internal brand too. Reduces turnover, attracts talent, improves culture.
Fourth-generation family winery. Visual system that updated the brand without renouncing its historical archives. Renewed image across five continents while keeping its own identity.
Manufacturer with residual brand from the 1990s. New system coherent with its applied-engineering positioning. Average ticket +14% in twelve months.
Practice with an improvised logo from 20 years ago. Full system with digital manual and operational templates. Premium client acquisition rose significantly.
“The branded content that endures is what earns being read because it offers real value, not because it interrupts.”
Renewing identity delivers particular value at these four moments. Doing it earlier is premature; doing it later is late:
Design ages silently. By 15 years, what once felt modern today feels out of time — and the customer notices before you do.
Generational handover or significant leadership change usually coincides with the need to update the brand. Natural moment — and strategic opportunity.
New product, new market, international launch. The current identity was designed for another phase and limits the new one.
If two or three competitors have renewed identity and now look more serious or modern than you, perception will slip even if your product is better. The battlefield includes brand.
No. Serious corporate identity combines strategy (positioning, archetype, voice) with design (logo, palette, visual system). Without strategy, design is decoration. Without design, strategy is theory. We work both layers in the same process.
It depends on scope. An identity for an SME with a minimum viable system starts at modest budgets. A full system for a mid-sized company with multiple applications and digital manuals scales proportionally. In the first session we define a realistic scope.
I lead the strategic process and creative direction. For graphic execution I collaborate with designers and studios I've worked with for years. The client has a single interlocutor — me — and the backing of a creative team when needed.
We do it, but I'll warn you: refreshing a logo without reviewing the complete system is usually bread for today, hunger for tomorrow. If the visual system is aged, the refreshed logo feels out of place in it. I recommend addressing the full system or a partial redesign with judgement.
Yes, at the critical points: web, stationery, social, presentations, space identity if applicable. For large rollouts (signage, mass packaging, fleet) we coordinate with your usual suppliers or trusted specialists.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.