MUWI LA RIOJA MUSIC FEST | MUsic & WIne
The goal: to create a complete brand experience from the first edition of a music and wine festival: MUWI La Rioja Music Fest. From its brand to the design of the business strategy, we create a powerful, memorable and long-lasting brand image.Branding in its purest form, definition of the brand platform, personality, tone and activation in all editions with elements as typical of the festival’s identity as the packaging of the festival’s exclusive wine, a capsule collection of personalized shoes, in addition to all the elements that the audience perceives and that are part of the total experience: the specialty of TSMGO creating brands that connect.
The embryo formed at the beginning of MUWI, now a well-established music festival, spawned from a simple poster and a brand which has quickly become a national reference in the world of music and gastronomy.
This event allows us to experiment with what is our forte: branding.
In fact, not only is its visual identity rich and attractive, but it encompasses a wide offering which fuses experiences, making brand development one of the key drivers of the event.
The first unique differentiating factor is that it is held at a century-old winery (Bodegas Franco-Españolas), setting it apart as this does not happen anywhere else.
The second is that we wanted to develop a special character and personality from La Rioja. La Rioja is a land of passage, we are very hospitable, and this is what we wanted to portray.
The second is that we wanted to develop a special character and personality from La Rioja. La Rioja is a land of passage, we are very hospitable, and this is what we wanted to portray.
We encapsulated these two concepts in “MUWI”, which is the acronym for “Music” and “Wine”. We started to bring it to life visually, graphically, we developed the tone of voice with which it was going to communicate on different networks, with the media, press releases…
MUWI allows us to be more disruptive and transgress codes and narratives.
How we activate brands which participate as sponsors in the festival is also distinctive.
MUWI WINE
As brand creation and development specialists, we used packaging as a vehicle to achieve this ambitious goal with the launch of the official MUWI wine, this year’s festival flagship, with a design which will become an iconic memento of the MUWI experience.
Two varieties selected for different festival moments – a 100% White Viura: young, fresh, and perfect for summer lunchtime food pairing; and a Red Crianza, entirely Tempranillo, with a modern, fruity style to be enjoyed in the evening.
These two bottles, with their transgressive and powerful design, will become the perfect reminder of the evenings and aperitifs among friends during MUWI Rioja Fest, becoming the ultimate souvenir with which to relive the flavour of the experience… All to the sound of the performers featured on the back label.
We also gave relevance to the back label of the wines by displaying the names of the performers from the first edition of the festival, in the form of a poster, as if it were a tour T-shirt. By doing so, we completely covered the bottle, creating ideal festival memorabilia, transforming yet another element comprising the brand universe into an icon to be promoted at future editions of the festival.
We enlisted Etilisa to create the official wine packaging – technically complex and capturing a true reflection of the celebration and excitement of the festival.
