Veteran

Spain, 1922. The first bottle of Veterano brandy hits the market. It does so under the promise of offering the authentic Spanish flavor in the category. Today, almost a century later, Veterano is the second best-selling brandy of Osborne, one of the most important beverage production companies in the world. The challenge Rejuvenate a nearly century-old brand so that through the new design it can capture the interest of consumers facing a wide range of similar brandy proposals. The opportunity The opportunity lay in achieving a restyling that would invite, through a more innovative presentation, new consumers, especially from the German market. To achieve this, we worked on redesigning the logo, developing a new bottle and a new label, respecting the brand’s DNA: its name, its colors, and the presence of the famous bull, the iconic image of the Osborne Group, and a symbol of Spain. Once the packaging was defined, we proposed an image for the launch announcement, detailing a warm sunset over typically Spanish slopes, with olive trees in rows, and the mountains in the background, adding depth of field and perspective to the whole composition. Two protagonists stood out in the advertisement: the Osborne bull and the new Veterano bottle, followed by the phrase “enjoy the authentic Spanish flavor.” The photograph was taken by Diego Berro. The result Seeing the “before and after” of Veterano, one can appreciate how each element that contributes to the brand's strength is still present in the new design, which is much more innovative and in line with the global trend in spirits, presenting a brand that is much fresher and more relevant.