Vermouth is currently all the rage, and adults (in the 35-45 age group) recognise that drinking vermouth is a social good, as it encourages relationships and gives a glamorous touch. A social lubricant in increasing demand.

Bodegas Salado has a vermouth which does not connect with this consumer. With outdated and depersonalised visual codes, they propose we make it appealing, taking advantage of the fact it is a fashionable, trendy product.

At the same time, there is a generational change at the winery, and they want to pay tribute to its origins, both visually and verbally, with a vintage look and feel which transports us back to another time of consumption, in more bar-like environment, enjoying classic tavern surroundings.

Objectives
A tribute to grandmother Brígida and her famous Pedro Ximénez vermouth. The magic and charm of Andalusia, bottled as an
aperitif.
Create an imagery which transports the consumer to a specific moment in time and connects them to a vintage aesthetic in
order to add layers of symbolism.
Use of a bottle which clearly highlights the Andalusian origin of this proposal and also serves to provide more information to the
consumer.
A narrative layer which explains, through storytelling, what distinguishes Bodegas Salado in an endless ocean of Vermouths.

Graphic Solution
Restyling the vermouth label leads us deeper into the history of the winery, reinterpreting the messages of old designs to synthesise and summarise over 200 years of tradition.

A respectful work based on the classic tavern lettering artists from olden times. Past masters who, through countless years’ experience and knowledge of their craft, were able to reproduce a freehand typographic style in their creations. A meticulous, delicate, subtle work captured in a totally typographic label reflecting this art.

An absence of colour, allowing the metallic silver which creates the impression of an embossed, sculpted label to accentuate this effect.

A clever blend of craftsmanship in the use of different weights in typefaces, ensuring a forceful, clear, and extremely visually striking result.

Hyperbolic messages which transport us back to 18th century advertising verbalisation.

Production
We use metallic paper as a base, enriching it with prints to accentuate and enhance the historical character of the vermouth.

A classic revision of all the mediums and techniques which serve to be even more faithful to the moment we wish to portray to the consumer.

Social Media
Vermouth is in fashion. A drink which acts as a social lubricant, and which is experiencing a revival. Bodegas Salado focuses on lovers of all things vintage, with a clear inspiration in old machine plates to be found in bygone neighbourhood taverns. A typographic exercise in which each element describes, highlights, and anticipates the consumer experience.