Independent design agency Hunt Hanson has crafted a new identity for Freixenet, accompanied by a striking redesign of its hero product, Freixenet Cordon Negro. This rebrand marks a significant milestone for the iconic brand, reflecting its ongoing global growth and heralding a new chapter in its illustrious history.

Since its establishment in 1861, Freixenet has held the distinction of being the world’s foremost exporter of premium cava. However, in recent years, the Spanish brand has diversified its offerings beyond the Penedés region. Today, Freixenet boasts an extensive array of sparkling and still wines, specialty cuvées, and more, sourced from Spain, Italy, and France. Despite this growth, the Cordon Negro cava remains the cornerstone of the brand’s portfolio, presented in its iconic black bottle, symbolising exceptional craftsmanship and value.

With plans for further growth and innovation, Freixenet decided to rebrand, aiming not only to modernise but also to premiumise, helping consumers better understand and appreciate the exceptional quality of their wines. They entrusted the project to Hunt Hanson, who have been their creative partners for over 15 years and are the creative team behind the award-winning design of the diamond bottle for the brand’s Italian range, which greatly aided Freixenet’s successful entry into the Prosecco market.

“Throughout our partnership with Freixenet, we’ve navigated numerous brand refreshes. But this time, there was a refreshing willingness to delve into a more daring and transformative direction,” shared Nick Hanson, Founder and Creative Director at Hunt Hanson. “Though our goal remained focused on elevating and modernising the brand, instilling it with a sense of confidence and contemporary appeal, we were just as dedicated to safeguarding its authenticity, ensuring that its rich history shone through.”

The letterforms of the new wordmark are elegantly crafted, drawing inspiration from the original Freixenet façade at the winery entrance in Sant Sadurní d’Anoia. The new logo also features a distinctive X element, symbolising a daring and contemporary evolution of Freixenet’s essence. This icon serves as a captivating focal point across diverse touchpoints, encapsulating the brand’s unwavering dedication to innovation while paying homage to its storied legacy.

The new packaging of Freixenet’s Cordon Negro exudes sophistication and premium quality, boasting sleek, contemporary aesthetics poised to spark a reappraisal of not only the brand but also of cava. The revamped wordmark graces the bottle with heightened boldness and bravery, its raised embossing adding a premium touch. An elegant ribbon intersects with the logo vertically, conveying the variant with finesse. Freixenet’s crest has also undergone a modernised transformation, seamlessly incorporating the iconic X icon.

“Over the past few years, Freixenet has been on a mission to help the world celebrate every moment, big and small,” says Sergi Claramunt, International Marketing Innovation Director at Henkell Freixenet. “And Hunt Hanson has been with us every step of the way. Their deep understanding and love for our brand shine through this striking new identity. The design takes Freixenet to new heights as the premier choice in sparkling wine, capturing the essence of our exceptional quality and enabling us to reach new audiences with a style that stands out, and a spirit of Alegría de la Vida that leaves a lasting mark.”