Campo Viejo

Despite being the world’s #1 Rioja, and being widely recognised for its Spanish heritage and iconic yellow label, research revealed there was little deeper emotional connection between the brand’s provenance and its audience. Working with Pernod Ricard, we set out to unlock the true value of Spanishness for a global audience, with a particular focus on the UK. Through research and close collaboration with the client, we identified Pasión as the cultural truth at the heart of both Spain and the brand—becoming the foundation for a new global platform. The design approach translated this idea into a vibrant Pasión-centric visual world, built from colourful geometric forms representing the essential ingredients behind the wine: the Spanish sun, the Rioja landscape and its mountain ranges, flowing water, the architecture of the Campo Viejo winery, and the creativity of the winemakers themselves. These elements came together as a bold, expressive composition—transforming the craft of winemaking as the brands passionate driver. 🍷🎨 The result was a distinctive and flexible visual identity that celebrated the energy, colour and creativity of Spain, creating a stronger emotional connection between Campo Viejo and consumers while helping futureproof the brand in an increasingly competitive category.