Raventós-Codorníu: developing a new commercial brand for a historical winegrowing group

Projects

Raventós-Codorníu

Starting point

As part of its direct-to-consumer strategy, Raventós-Codorníu was seeking to develop a new business centralising the sale of all its products and services in a single digital ecosystem.

Solution

Based on the group’s historical values, we developed a new international commercial brand, which we then communicated through a multichannel strategy, and developed a new eCommerce aimed at turning consumers into brand lovers.

What we did

Strategy
Branding
UX
Website development

The Raventós-Codorníu Group has been producing wines for over five hundred years, which makes it one of the oldest winegrowing companies in the world. The group has fifteen wineries with Codorníu as its flagship, bringing together hundreds of brands of wines and cava.

After the 2020 lockdowns, Raventós-Codorníu took on the challenge of developing direct-to-consumer (D2C) strategies. For this purpose, the company needed to centralise the sale of all its products and services in a unified digital ecosystem, giving special priority to those that could only be offered by the manufacturer: special packs, winery visits, wine and gastronomic experiences, etc. In short, a complete and experiential offer of products and services of the world of wineries.

To this end, we developed a new international brand based on the group’s values and tradition. We then disseminated this renewed proposal through a multi-channel strategy. And finally, we built an eCommerce for the direct sale of its products and services, leveraging the changing trends in consumer habits.

Starters: understanding the online wine consumer

We first began by conducting a strategic consultancy, focused on analysing the competitive environment and the habits of the online wine consumer. We discovered that, compared to offline consumers, they are much more qualified: they like to understand what they are drinking. They are also more curious (they like to discover unusual wines), loyal to their favourite brands, interested in the origin of the wine and attentive to artisanal production.

Digital consumers are more open to receiving expert recommendations based on their tastes and consumption history. Not to mention the social component, which is also of high relevance (they want to know about the wines their friends are buying), or the interest on personalised experiences (special packs or boxes, oenological experiences, etc). In short, the ideal wine buying experience is opening up, including new elements that brands can now access thanks to D2C. 

These insights were crucial at a later stage of the project, when we had to transfer Codorníu’s value proposition to the digital world and develop a long-term customer relationship model, adapting channels, content and conversion funnels to all types of customers, from the anonymous buyer to the premium client.

Mains: building a new brand for Raventós-Codorníu

A brand is much more than a logo, an advertisement or a website. It is a set of values that consumers associate with the products and services offered by a brand, the sensations the brand inspires in the minds of consumers.

But, in order to create a new global brand for Raventós-Codorníu, we first had to find and describe its soul. Thus, we first developed the brand platform, a strategic analysis that synthesizes the brand’s DNA and projects its value proposition. 

The brand platform comprises everything that makes a brand unique and different, and its main goal is to find the brand idea, which serves as the basis for the brand’s entire communication universe visual and verbal identity and guides the actions of the whole company. 

However, we must not forget that there should always be strict coherence between what the brand says, what the brand does and what the brand actually stands for, which is why the brand platform must be firmly grounded in the reality of the business.

If what a brand communicates matches the tangible and intangible assets that realise the business proposal, then we can state that we are looking at a coherent brand. So, what were the differentiating assets of Raventós-Codorníu? We mainly identified three: 

  • Producers, not only distributors, which allows them to offer differential products and services, such as vertical tastings (different vintages of the same product).
  • Professional experience and knowledge of the teams that create the wines and cava. They are people committed to the trade and the company, who showcase a real passion for what they do.
  • Managers of their own wineries, and thus able to offer offline experience (tours, tasting, catering, etc). 

We then identified the brand values: a set of attributes that reflect the reality of the business, constitute the most emotional part of the brand, and define its territory and the way it presents itself to the world. The attributes we highlighted were:

  • A premium and sophisticated brand.
  • Traditional, closely rooted in the land and its people.
  • Sustainable and committed to protecting the environment.
  • Artisanal, yet innovative.
  • Experiential, both online and offline.
  • Human, putting people before technology.

Based on the brand’s values and the previous user profiling, we defined the brand’s personality: close to art and culture, sophisticated and urban, modern but respectful of tradition, true to itself, mature but with a young spirit. Traits that we could very well attribute to a person, which facilitates recognition and engagement between the brand and its users.

Once we had identified the assets, values and personality of the brand the pillars of the business, we were finally ready to come up with the brand idea: a sentence summarising the mission and vision of the brand. The brand idea is an internal engine that fuels all the actions of the company and aims at aligning resources in order to build a consistent, long lasting value proposition.  And what better way to summarise 15 bodegas’ mission than “Experience wine. Love the land. Enjoy life”. 

Having defined the essence of our brand, it was time to give it a voice and appropriate clothing or, in other words, its visual and verbal identity.  The name was not easy to choose, but after a long creative process we managed to find the perfect synthesis of the brand’s reality, which took into account its Spanish origin but which, at the same time, could be extrapolated to the international context. This is how 15 Bodegas was born. 

We also designed the brand voice, as well as different tones to be used in communications depending on the channel, the message and the context, always taking into account the new brand personality.

And what about the visual identity? Based on three elements that summarise and connect with the essence of Raventós-Codorníu the inherited sophistication of modernism, the bond with more than five hundred years of winemaking tradition, and the connection with the raw material we created a logo inspired by the inscriptions carved on the barrels of the cellars, with an aura that is both modernist and contemporary.

The other visual elements of the brand (typographies, colour palette, graphic and photographic languages, iconography, etc.) were designed following the same visual approach, so that any graphic expression of 15 Bodegas takes root and is connected to the three fundamental ingredients that originated the logo.

15Bodegas.com: the commercial pillar of the project

Once the consulting and brand development phases of the project had been completed, it was time for the jewel in the crown:  an eCommerce site that would provide access to the group’s entire catalogue of products. As opposed to functionality-oriented competitors and other more elitist options, we opted for an experiential proposal. The idea was to offer users the opportunity to be part of the Raventós-Codorníu community: a place to live experiences related to wine and cava, but also to get to know the professionals behind the winemaking process and enjoy the history of century-old brands. 

This is how 15bodegas.com was born: a direct sales site designed to facilitate a quick, simple and efficient shopping experience, but still maintaining the distinctive values of the Raventós-Codorníu brand.

The 15bodegas.com website has a clean, functional and customisable design. It offers wine lovers a great showcase of products, with personalised recommendations, just as a sommelier would do in a physical shop or restaurant.  In addition to the simple purchase transaction,, each product includes a detailed description of its characteristics, origin and production process. Moreover, the site offers users the possibility of visiting the Raventós-Codorníu wineries, completing the digital experience with a physical one.

In conclusion, the project we developed for Raventós-Codorníu was aimed at increasing engagement and converting consumers into brand lovers, through D2C and other channels. In quantitative terms, this has resulted in increased organic traffic, number of leads and conversions and direct sales from ecommerce. In terms of sentiment, it translates into increased brand recognition and brand love.

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