The acronym of Jorge Ortega Afonso (JOA) is at the essence of this signature project, made to celebrate Aldeia da Parada, where he was born, by preserving and enhancing the authenticity of his origins and its people. It is the story of a family vineyard’s trying to blend tradition and innovation to master a unique wine made of 20 different grape castes, harvested from centennial vines that are kept preserved by different generations of people, all of whom share an unsurpassed passion for Trás-os-Montes.
JOA is the visual epicentre of the entire identity system. It is a wordmark of strong charisma that is uniquely drawn between the trace and its absence for a unique and delicately sophisticated result. The neo-classical lettering of the extremes contrasts with the simplistic modernity of the “O” that embodies the central core of its identity. This is a core visual reference around which the whole brand visual narrative gravitates. Throughout JOA’s identity, the company will endorse its products and services under the brand “Casa do Joa.”
Brand Visual Elements
To balance this minimalistic identity, we extracted a collection of visual elements to enrich its overall presence and, therefore, to highlight the intended differentiation and exclusivity of Casa do Joa.
Alto do Joa
“Alto do Joa” is the first product of Casa do Joa and evokes its entire concept, soul, and ambition. A packaging project for both the red and white variants follows the minimalism of Joa, with many design and production details made to achieve an unmistakable product in line with the positioning and vision of Casa do Joa.
Tradition and innovation came together in this unique wine, made from 20 different grape castes harvested from centennial vineyards. Aged in French oak barrels, this wine has a smooth texture, a complex aroma and a fresh, dry and persistent flavour. An excellent wine for storage, if you can resist the temptation to open it now.”
Amor ao Alto™
“Amor ao Alto™” sets the emotional dimension of this brand by establishing a reference to the Upper Side of Trás-os-Montes, the terroir of Casa do Joa. It is a simple, short, and original signature with full potential to appropriate different latitudes of meaning, which are still to be explored.
Creative Strategy / Communication Contents
Identity Design / Communication Design / Packaging Design
Project / Production Manager