As it celebrates 30 years of history, consistency and quality, Monte Velho is updating its image while maintaining its identity. This simpler, elegant image is aligned with the brand value building strategy going into the future.
‘Monte Velho has been part of the history of Esporão since 1992 and, like us, it has evolved. We researched this image thoroughly. We wanted to simplify it without losing its identity, to ensure its evolution without risking the public’s affinity with the brand. Working together with Studio Eduardo Aires, our partner for more than 10 years, we achieved our goal. We talked with and listened to a wide range of people from different areas of specialization who have close ties to Monte Velho. We believe that the image has been enriched and is closer to the quality of the wine and everything it represents. This has been the response received inside and outside Portugal,’ says Nuno Cabral, Chief Marketing and Sales Officer of Esporão.
In partnership with Studio Eduardo Aires, we considered a large swathe of proposals, from the boldest to the most conservative, and then settled on a short list of three versions that were presented to a focus group of regular wine consumers, plus exporters, customers, partners and employees. According to the designer Eduardo Aires: ‘The new Monte Velho image has maintained the typographic coherence and visual unity that it has had since the beginning. This heritage, already well recognized in the market, has been respected and harnessed so that communication takes place in a consistent manner respecting the relationship of trust and the value of existing markets. In short, this new design has reinterpreted, respected and expanded upon the visual expression of the iconic Monte Velho.’