Frutos de Baco
A wine distributor that needed to reach a younger buyer without losing the one it already had. We did it twice, two years apart.
- Client
- Frutos de Baco
- Sector
- Wine distribution
- Year
- 2023 and 2025
- Engagement
- Two engagements, two years apart
- Delivered
- Brand identityCustom wordmarkArt directionLabel and packaging direction
The problem
Frutos de Baco distributes wine. The catalogue was strong and the brand was speaking fluently to a generation that was already buying, while the generation still forming its habits was looking somewhere else.
Reaching younger buyers is where most wine brands go wrong. The reflex is to get loud, go minimal, and throw out everything that reads as traditional. It works for a season, and then the brand has nothing left to stand on.
The decisions
We rebuilt the wordmark rather than replacing the category cues. Custom letterforms with flared terminals and an unusual relationship between the R and the U, drawn to sit closer to a bottle label than to a logo.
Deep burgundy, no gradients, no attempt to look like a technology company. The result reads younger without reading new, which is the trick with anything that trades on provenance.
Why it is here twice
We built the first identity in 2023. They came back in 2025 to extend it.
A client returning after two years is a better verdict on the work than anything we could write on this page.
The client returned two years after the first engagement to extend the identity.
Have a problem like this one?
We take on a few projects a year. If something here looks like the thing you are stuck on, tell us about it and you will get a real reply from the person who would do the work.