The Pico Wine Cooperative came to us with a challenge that went far beyond renewing its image. It was necessary to increase the perceived value of its wines and prepare the brands for a more premium positioning, without losing sight of what lies at the origin of everything: the members, the winegrowers and the history of viticulture on Pico Island.
There were two realities to bring closer together. For the market, the Cooperative needed a stronger, more current presence capable of adding value to its wines. Within the organisation, it was essential to respect the legacy of the older members and create space to involve a new generation of producers.
The work began with an in-depth strategy designed to reorganise the entire brand ecosystem. We created A Cooperativa as the masterbrand, bringing greater clarity and consistency to the portfolio while preparing the organisation for the future. The new identity was born from the connection between generations and from the hands of those who work the vineyards every day. Contemporary, yet deeply rooted in the territory, its people and Pico’s winemaking culture, it extended across communication, social media, the website and the online store. We also created tools that allow the team to manage the brand with consistency and autonomy. The brand was presented to members, partners and the wider community at a launch event, accompanied by a manifesto film about Pico, its generations and the hands behind every wine.
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