Before & After: Ergo Rioja

by Jessica Deseo on 07/18/2014 | 2 Minute Read

Inspired by the Millennial / Gen X consumer, E & J Gallo Winery decided to re-design Ergo Rioja, a red wine from Spain. The re-design seems like they stripped everything away and started with a clean slate. I can really see the approach that was taken with this re-design. A simplified logo that showcases the bold and luscious flavor with the wine whilst keeping a contemporary feel. 

"The Ergo package was re-designed to appeal to the older Millennial/Gen X consumer through a masculine, non-traditional lens. There was an opportunity to inject new life into the Rioja category that expresses the vibrancy of Spain in a bolder, more contemporary way. Rioja is one of the most important wine-growing regions in Spain so it was necessary to better leverage Rioja sourcing to ensure a strong appeal to the Super Premium import wine consumer, and break through on shelf. 
The final design is representative of (wet) paint on canvas. The minimal yet expressive composition and color palate help define Ergo's new look which compliments it's bold, juicy flavor."
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Designer/Design Director: Greta HellumsAgency: E & J Gallo Winery

City: ModestoState: CaliforniaCountry: United States

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