San Francisco based Voicebox design agency created positioning, naming and identity for the wine brand Spanish Quarter by order of Codorniu Company.

Challenges:
• Spain is a largely undiscovered wine region in the United States.
• Codorniu wanted to establish a best-in-class brand highlighting innovative and modern wine blends from Spain.
• The brand needed to be approachable to put novice and intermediate consumers at ease with their purchase, as well as eye-catching and modern to differentiate itself from the competition.
Solutions:
• The Spanish Quarter name is easy to say, spell, and pronounce and immediately links the brand to Spain without the use of cliches to differentiate itself from competition.
• The bold, red identity type treatment conveys Spain’s rich cultural blend of authenticity, modernity and whimsicality while supporting the brand’s premium price point.
• The tagline, “The Spirit of Manana” takes the cultural platform further to communicate the Spanish people’s enjoyment of life and the brand’s modern approach to winemaking.
• Brand positioning and messaging reinforces the brand’s accessibility by using an aspirational and educational tone to encourage comfortable consumer exploration.