Our contradictions define us
The cursed blessings that make
Our culture and our wine,
A NEW MEANING
Every change involves a great many challenges; challenges that arouse doubts, fears, joys, hope, anxiety and expectations. A great many sensations that indeed reveal the vast complexity that is all characteristically part of being human.
European Latinos. The old new. Our contractions define us. The cursed blessing that make our culture and our wine, unique. That avant-garde traditions that has begun to show the world the majestic simplicity of our products. We are who we are. And that´s how we are seen.Wines of Argentina
They say that good things come to those who wait. But in the case of
Argentina, good things have always been part of our novel heritage. A fusion of traditional methods and innovative thinking has fueled the controlled burst of the wine industry over the last decade, and now we´ve earned a place on the international stage as a world-class wine producer with excellent prospects for the future.
To signify this coming-of-age and strengthem our new market position, Wines of Argentina initiated a rebranding project aimed at raising the profile of Argentine wine. This allows us to achieve more traction in de marketplace while showing that we are much more that just a passing fad.
AS OUR WINES GAIN RECOGNITION AS NEW WORLD WINES, WE MUST NOT FORGET OUR ROOTS. OUR HERITAGE IS AN EXTENSION OF THE OLD WORLD, DEVELOPED WITH THE KNOWLEDGE AND EXPERTISE FROM THE FIRST EUROPEAN PRODUCERS WHO CAME TO OUR LAND. YET, WE DON´T EXCLUSIVELY BELONG TO THIS OLDER GROUP EITHER. WE ARE, IN FACT, AS COMPLEX AS UNIQUE: AND OLD MODERN COUNTRY, UNPARALLED IN NATURAL BEAUTY AND HERITAGE.
BECAUSE THE QUALITY OF OUR WINE, EXPERIENCE AND TRADITION, HAS STARTED TO BECOME WIDELY APPRECIATED THROUGHOUT THE WORLD. THIS RECOGNITION CAN ONLY BE REINFORCED IF WE REALLY ALLOW OURSELVES TO EXPRESS WHAT WE´RE ABOUT AS A PEOPLE, AND THE EFFECT IT HAS ON OUR WINES.
DURING LAST TEN YEARS THE VOLUME OF OUR EXPORTS HAS INCREASED FIVEFOLD. OUR COUNTRY, IN JUST THE LAST YEAR, WENT FROM EXPORTING WINE TO 81 MARKETS TO A LOFTY 125 DIFFERENT DESTINATIONS.
COMPANYING THIS GROWTH HAS BEEN THE EMERGENCE OF NEW WINERY AND DIVERSIFICATION IN OUR SUPPLY.
This has made our production even more prolific and has enabled us to have an even greater impact on the world scene. Argentine Malbec may well be the jewel ir our crown, a loud shouted secret, but it´s not our only star grape. Now, the spotlight is beginning to shine on many of our other wines too, turning heads wherever they go.
By the quietly passionate work of its members, Wines of Argentina has established itself as a heavyweight organization, and deserves an identify to reflect this professionalism. And last, but by no means least, we should celebrate wine - newly-declared as the national drink by the Argentine government. Now it is the right moment to build on this historic event and bolster the image of our country overseas.
The re-branding process began in December 2010, guided by a series of focused questions pertaining to the current situation of Argentine wine, our future opportunities, our recognition in the global marketplace and the perception of our nation. The answers to these questions highlighted a fundamental issue; the need to define a concept able to communicate both the essence of our national identify, as well as the particulars of our wine.
Wines of Argentina recruited FutureBrand, a global multidisciplinary consultancy firm, to head up the re-breanding process was underpinned by interviews with members of Wines of Argentina, experts in viticulture and public relations team, as well as by conducting in-depth interviews, surveys and analyzing public records supplied by Wines of Argentina. There was also an audit of all Wines of Argentina´s marketing material to date and extensive review of competitor organizational bodies.
This research yielded interesting result, both in relation to Argentine wine, and also to perception of Argentina in general - a nation made distinct by its idiosyncrasies. From this insight a strategy was formed - one that would carefully consider the relationship between our country and our product, articulating this interaction and defining what makes us unique in our marketplace.
THE BRAND ESSENCE IS DEVELOPED AROUND THE CONCEPT OF AN OXIMORON: TWO WORDS THAT HAVE OPPOSITE MEANING AND ARE COMBINED TO CREATE A NEW ONE.
ARGENTINA IS A COUNTRY OF OXIMORONICS CONTRASTS: OLD YET NEW, EUROPEAN AND LATIN, MODERN AND TRADITIONAL, URBAN AND WILD. THIS QUALITY HAS ENCHANTED THE MILLONS OF PEOPLE THAT KNOW OUR COUNTRY. THESE CONTRASTS ARE EXPRESSED THROUGH ITS CULTURE, ITS PEOPLE AND EVEN ITS WINE. WE CHOSE TO REFLECT THIS VERY QUALITY IN THE WINES OF ARGENTINA BRAND.
THE IDENTITY SHOWS THE CO-EXISTENCE OF BOTH ORGANIC AND GEOMETRIC FORMS. CURVED LINES IN PRESENCE OF STRAIGHT EDGES. A RANGE OF OPPOSITES APPEARING IN THE SAME SPACE, RESULTING IN A MULTIPLICITY OF MEANING: THE STRUCTURED AND THE SPONTANEOUS, THE ANCIENT AND MODERN, THE SIMPLE AND COMPLEX, THE EMOTIONAL AND THE RATIONAL. THIS IS COMBINED WITH ANOTHER GRAPHIC DEVICE, A VIRTUAL LINE WHICH CREATES A BOUNDARY WITHIN COMMUNICATIONS.
The new Wines of Argentina color palette is mainly composed of white and black with magenta accents. Contrasting black and white creates a highly sophisticated palette, synonymous with the quality of our wines. Meanwhile, the inclusion of magenta connects to the industry and deliberately avoids the overused reds and burgundies. This addition served not only to anchor the identity in the wine industry, but also to connote the freshness, intensity and warmth that come with our culture.
AGAIN, WE CAN SEE THAT A CONTRADICTION HAS BEEN FORMED, THIS TIME BY THE COEXISTENCE OF OLD AND NEW, CLASSIC AND MODERN, ORGANIC AND GEOMETRIC FORMS.
This has been created from the Wines of Argentina initials. The "A" has been presented in Gotham and "W" in Baskerville. These have them been cut and fused together, with the top of the "A" being replaced by the top of the "W" instead. THE SHAPE IS PLEASING TO THE EYE AS THERE IS A GEOMETRIC SIMILARITY BETWEEN THE FORMS OF THE "A" AND THE "W". THIS LOGO PRESENT PERHARPS THE MOST OBVIOUS CONTRAST BETWEEN OLD AND NEW - THE TWO CONTRADICTORY FORMS IN ABSOLUTE CO-EXISTENCE.
THE SYSTEMAS A TRADITIONAL, YET FORWARD-THINKING ORGANIZATION, WINES OF ARGENTINA INDENTITY SYSTEM IS PREPARED TO RULE THIS UNRULINESS. OUR SYSTEM CAN RESPOND TO CHANGES IN TODAY´S RAPIDLY EVOLVING MARKETING ENVIRONMENT, YET ALL THE WHILE, STAT TRUE TO WHAT WE STAND FOR AS A BRAND, CREATING FRESH AND RECOGNIZABLE COMMUNICATIONS.
Organiced since 2007 by Wines of Argentina and Argentina Wine Corporation (COVIAR), the Argentina Wine Awards competition is the most important one with respect to the export of Argentine wine. It brings together the most prestigious international experts and allows local wineries to show the world the true nature of their wines.
The grape leading the quiet revolution, which has enabled Argentina to gain recognition the world over. To celebrate, Wines of Argentina established April 17th as a Malbec World Day, a global fiesta dedicated to Argentina´s finest grape.
Our two most emblematic grapes. These two varieties have found their optimal ecological conditions in our soil, and have achieved wild sophisticated height and distinction on the world scene.
Every change involves a great many challenges; challenges that arouse doubts, fear, joys, hope, anxiety and expectations. A great many sensations that indeed reveal the vast complexity that is all characteristically part of being human.
And we argentinians are particulary complex. We experience everything intensely. We embark on heated arguments no matter the reason; we love our idols as much as we question them; we laught and cry passionately, without shame; we hug and kiss without fear of what others might say. We are warm, open people; we don´t hide our emotions. We are genuine people who show ourselves as we really are, in spite of our contradictions, of which we are also proud. A co-existence of extremes that do not seek, or intend to, cancel each other out, but give rise to a new sense which makes up what we are and constitutes our main appeal.
We are awere that the way a country is perceived affects the way its products are perceived too. And now, owing to the success that Argentinian wines have had over the last ten years, we felt that this is the right moment to show the world what we Argentineans are really like and, therefore, what our wines are really likes too.
Thus, we began this process of change that we are presenting today. A new image that openly expresses the nuances and contradictions that distinguish us; the authenticity of our people and our wines; the vastness of our territory with its huge variety of terrois, and of our wine culture too with its European heritage and Latin roots.
On behalf of Wines of Argentina and myself, we are happy to present this new way of describing ourselves, and our wines. A way that is not afraid of saying it all. Because, as typical Argentinians, we experience wine with intensity and we enjoy every last drop of life.Alberto Arizu