The relaunch of the private label Selecção de Enófilos was the challenge launched by Intermarché. Selecção de Enófilos, brings together a wide range of wines from various wine regions, castes and with different levels of quality.
The need to create a coherent path to link the different labels and increase the differentiation of more qualitative wines led to the creation of a new graphic line. The image is completely renewed, keeping the logo.
Communication is centered on the identification of wine regions, as this is one of the most important factors influencing consumer choice. The new image, through natural elements, vines, birds, flowers and indigenous shrubs, reinforces ecological awareness and conveys an emotional message of harmony and beauty. The solid patches of color work like a palette of colors from the earth, animals and plants, standing out for their chromatic harmony.
In each region, a bird and a spontaneous plant are highlighted. The insectivorous birds were chosen, in addition to their beauty, because they are friendly to wine production. The vineyard, when constituted in such a way as to preserve heterogeneous landscapes with a greater diversity of birds and plants, is better protected from pests. Insectivorous birds can be important allies of biocontrol in wine production. The native flowers favor biodiversity and promote the balance of the entire ecosystem. The Portuguese native flora is quite diverse. It has more than 4000 species and is one of the largest in Europe. In mainland Portugal, 460 species of wild birds have already been sighted.
The birds and plants used on the labels were chosen according to sighting records collected in the various wine regions.
The perfect symbiosis between birds and spontaneous flowers is praised. The natural elements are not just inspiration, but represent the urgent need to repair ties with nature.
Using uncoated paper was a more environmentally friendly option.