The brand needed a digital platform to match its product: the best Spanish premium wine. It was not just a matter of creating a website: it had to go further to propose a new digital concept: an authentic, interactive experience capable of telling the world a story of viticulture, craftsmanship and excellence. This new concept had to summarize and explain the intrinsic diversity of the brand and, at the same time, be flexible enough to extend to non-digital media.
Where viticulture meets literature
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Services
- Brand Narrative
- UX/UI Design
- Editorial Design
- Portfolio Architecture
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Industry
- Wines and Spirits
- Food and Beverage
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Client
Araex Grands
Araex Grands is a business group of independent winemakers and wineries that gathers family wineries from the most prestigious Designations of Origin in Spain and has been bringing the best Spanish wine to the world for more than 25 years.
Challenge
A digital experience
for a collective brand
Araex Grands needed to strengthen its digital presence with a sophisticated and elegant platform that would heighten the brand's perception and turn its value proposition into an immersive story.
From website
to digital
platform
We proposed a web space that goes a step further: an immersive experience that encapsulates the brand's digital positioning.
A concept was unearthed that would begin with the essence of the brand and elevate it: through Wine Authors, a digital story is meticulously constructed to explain the brand's history and invites the user to experience it. Thus, Araex consolidates its digital presence as a premium, aspirational and meaningful brand.
A
premium
experience
Transcending the product to elevate it through an elegant look&feel and a sophisticated and elegant browsing experience.
From
portfolio to
publishing house
The portfolio was structured by creating experiential categories that transcend products, wineries, and territory.
Starting with an extensive catalog, the brand's portfolio was organized with its digital presence top of mind. The wine anthologies were then established: an organization system based on experience and sensoriality, capable of encompassing the great diversity of products, wineries, and denominations of origin, while also making sense at brand level. And so, a conventional portfolio became a unique wine publishing house.
Challenge
From brand
to quality seal
A quality seal was created to elevate the brand's products, which eventually became a representation of Araex Grands.
Before / After
From directory
to literary
A literary piece was created that transformed the digital concept into an immersive, non-linear reading experience
The brand directory became a collection of six different books that encourages non-linear reading. Each reader can choose to enter the Araex world through one of its collections, to embark on a journey through DOs and wineries, or to discover the brand in its most organic form.
A format that delivers an emotional browsing experience. An interactive proposal in which the way to enter the Araex universe depends on the reader, the moment, and the need.
Industry
See also
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