| Title | REBRANDING BLANDY’S |
| Brand | BLANDY'S |
| Product/Service | PACKAGING |
| Category |
A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit |
|
Entrant
|
OMDESIGN Matosinhos, PORTUGAL
|
|
Idea Creation
|
OMDESIGN Matosinhos, PORTUGAL
|
Credits
| Diogo Gama Rocha |
Omdesign |
General Manager |
The Campaign
The Blandy are unique in being the only family of all the original founders of the Madeira wine trade to still own and manage their own original wine company by seven generations, since 1811. For over two centuries, Blandy’s brand has been synonymous with quality Madeira wine, being world leader in the production of the more superior categories and has played a leading role in the development of Madeira wine throughout its long history.
Creative Execution
The new image was adapted to the entire Blandy’s range. Additional features include the family crest, which reinforces the date the company was set up, as well as the symbol of casks, a reference to the aging form of Blandy’s wines in oak casks. This is an ancient technique still used today in the production of these unique nectars, which are known worldwide.
The Frasqueira packaging has a new logo and the Blandy family crest on top of the box, heat engraved into the wood. Inside, there is a certificate of quality and origin of these wines, as well as a brochure signed by the CEO of the company, Chris Blandy.
Indication of how successful the outcome was in the market
The agency created new premium packaging, in oak and cardboard, in line with the brand image. All colours and materials used are associated with Madeira wine, reflecting the main values of the brand, such as origin, tradition and quality, preserved by each generation along over 200 years. As result, Blandy’s has surprised all different markets where the brand is present, showing a more up-to-date and differentiating identity, inspired by the strong tradition of this company.
The identity and whole Blandy’s range were recently renewed with the aim of reinforcing its positioning and the premium nature of the wines. However, how the brand essence and its values could be preserved and more associated to Madeira island, where these exceptional wines are produced?