I’m all about design that sheds visual clutter in favor of sharper, more confident identities, and this before and after transformation captures that shift perfectly. 

For Bodegas Lan, GRAVITA moves away from the previous, dense label layouts toward something more focused. A single, enlarged “Lan” becomes the defining feature across the range. Color plays a more intentional role in the updated system, with each varietal expressed through clean, contemporary tones that bring clarity and cohesion to the lineup.

At the heart of LAN’s packaging design lies a bold reimagination of what wine can mean today. Bodegas LAN, a historic Rioja winery belonging to the Sogrape Group, faced a fundamental challenge: loss of relevance both nationally and internationally, lack of brand recognition, and an increasing disconnect with new audiences who no longer identified with the rigid traditions of Rioja.

The problem was not only one of brand image, but of category perception. Wine as a beverage was losing ground—seen as overly complex, weighed down by rules and rituals, and overshadowed by new categories that positioned themselves as lighter, easier, and more attuned to modern lifestyles. Rioja, while synonymous with authenticity and heritage, had become anchored in the past and increasingly detached from the way new consumers wanted to relate to drinks and brands.

Against this backdrop, our ambition was twofold: to revitalize the brand and to reinvent how wine could be understood and enjoyed. The central idea was to deconstruct the dogma of wine—to make it less about impositions and more about possibilities, less about rules and more about attitude. We articulated this positioning through the strategic concept “IT’S : YOUR : TIME.”

This was more than a tagline—it was a declaration of intent. A statement that wine should serve people, not the other way around. A brand that no longer speaks primarily about its vineyards, barrels, or processes, but about you—the consumer—your moments, your desires, your freedom to enjoy without overthinking.

To bring this to life, we redesigned the brand architecture and visual identity from the ground up. First, we established a clear masterbrand: Lan. By simplifying the former acronym “Bodegas LAN” into a personal, approachable name, we emphasized honesty, boldness, and human connection. Then, we defined three distinct ranges that could speak to audiences with different relationships to wine:

Simplify: wines that are easy to drink, easy to understand, and stripped of unnecessary complication. Their labels use photography of consumption moments—people enjoying wine casually, in real life.

Surprise: wines with aging that reward a deeper exploration. Their packaging incorporates imagery of processes and textures—fermentation, wood, color—adding layers of intrigue for consumers already curious about wine.

Inspire: sophisticated terroir-driven wines designed for connoisseurs. Their labels use illustration, elevating the perception of craftsmanship and innovation while signaling refinement.

The design system centers on an innovative wraparound label concept. The front of each bottle is direct and bold, offering clarity and simplicity that stand out on the shelf. The back becomes a discovery—visuals, narratives, or illustrations that reveal themselves when the bottle is turned, creating a “surprise” effect that engages the consumer in a more personal journey. This layered storytelling translates the essence of the “IT’S : YOUR : TIME” philosophy: first simplify, then surprise, and finally inspire.

A new emblem was also introduced. Born from the typography of the refreshed logo, the symbol represents human connection and infinite love—for who we are and who we can be. Embossed on the bottle, it serves as a tactile signature across all ranges, unifying the portfolio and adding a premium sensorial detail.

The results are striking. On the shelf, the new design creates a strong block of color and a more recognizable brand presence. The portfolio segmentation is clear, yet coherence across the ranges ensures they remain connected under the masterbrand. By breaking with traditional Rioja codes—heritage crests, muted palettes, conventional typographies—Lan now stands out in an often conservative category. Instead of speaking in the technical, masculine, and exclusive codes of the past, the design is open, bold, and inviting.

Most importantly, the packaging makes the consumer—not the wine—the hero of the story. It turns wine from an intimidating product into an enabler of moments, relationships, and self-expression. For younger audiences in particular, this was essential: they want brands that feel contemporary, inclusive, and reflective of their lifestyles. Lan now offers them exactly that—a brand that speaks their language, resonates with their values, and gives them permission to enjoy wine without barriers.

Through this packaging transformation, we revitalized a Rioja winery and turned it into an attitude-driven brand. Lan no longer positions itself simply as a producer of quality wines, but as a cultural companion—one that simplifies, surprises, and inspires, creating memorable connections with life-lovers and wine-lovers alike.

Ultimately, what lies at the heart of this packaging design is courage: the courage to break free from outdated codes, to reframe a product category, and to put people at the center. It is packaging that goes beyond decoration to embody a new philosophy—one that celebrates authenticity, simplicity, and joy, ensuring that wine is not the protagonist of the story, but the people who drink it are.