Modern since 1850: Periquita revamps its image and launches a new campaign

Periquita, the oldest wine brand in Portugal, launched in 1850, has just renewed its image and launched a new multimedia campaign. Under the motto “Modern since 1850,” the rebranding and the new campaign aim to honor the brand’s 174 years of history and reinforce the identity and positioning of Periquita wines – which stand out for being unique, authentic, and traditional – while also honoring their origin and the land they come from.

In the year José Maria da Fonseca celebrates 190 years, and also in celebration of Periquita’s 174 years of history, the Azeitão producer surprises with a rebranding of the brand. The new image recalls and is inspired by the first editions of this brand, highlighting the coat of arms, colors, and materials that reinforce the superior positioning of the Periquita range and ennoble the craftsmanship of José Maria da Fonseca.

Regarding the visual elements of this rebranding, signed by Omdesign, the arch appears more pronounced, incorporated into the lettering, giving the brand an engaging, welcoming presence that is closer to its consumer. The Order of the Tower and Sword coat of arms symbolizes the distinction awarded by King D. Pedro V to José Maria da Fonseca in 1856, for Valor, Loyalty, and Merit within the Portuguese industry. This coat of arms is a crucial element of the José Maria da Fonseca brand and was present on the oldest Periquita bottles. In the logo, the origin and foundation also gain more visibility, honoring all those who, over the years, have cared for, produced, and dedicated themselves daily to bringing unique nectars to life, taking and elevating the brand to new heights, both domestically and internationally.

For António Maria Soares Franco, Co-CEO of José Maria da Fonseca, “the Periquita brand is, without a doubt, the backbone of José Maria da Fonseca’s portfolio. It is a brand that has managed to adapt over the years with a continuous presence, both in Portugal and worldwide. We sell to more than 70 markets, such as Brazil, Sweden, the United States, Canada, and all of Europe, making Periquita one of the most exported Portuguese wines. With this, we wanted to develop a campaign that conveyed its history, legacy, and, above all, reflected Periquita’s ability to modernize and evolve from its first day.”

For Diogo Gama Rocha, founder and general director of Omdesign, “this rebranding was a deep and meticulous job of detailed analysis of what has been and is the identity of the Periquita brand, from its creation to the present day, in all the markets where it is present. We maintained and strengthened the strong connection that the brand and its iconic products have with their consumers, which spans generations, cultures, and continents, as it is the oldest Portuguese bottled wine brand. Thus, we made the brand more contemporary and even closer to its audience. It is, for me and for the entire Omdesign team, a responsibility and, at the same time, a great source of pride.”

With a portfolio of nine references, the new Periquita image arrives on the market simultaneously with the latest harvests of Periquita Branco and Rosé 2023, Periquita Reserva Branco 2023, and Periquita Reserva tinto 2022. Accompanying the new image is a campaign that reflects the historical baggage of this brand that has accompanied generations over time. With the aim of promoting the modernization and evolution of the brand, this campaign, developed in collaboration with the Adagietto agency, illustrates historical elements coexisting in harmony with modernity. The campaign’s storytelling is based on the idea that “if we take a journey through time, it’s likely we’ll find a Periquita journey.” It represents 174 years of history of a wine that has witnessed the great changes in the world we know, that has been on the tables of both kings and common folk. It has witnessed dictatorships and revolutions.

It is a brand with a high capacity for adaptation and modernization, constantly transforming to adapt to new tastes, different markets, and competent competition. It is a wine ahead of its time, the first bottled table wine in Portugal that has the ability to remain modern since its first day.

Visually, the campaign presents an aesthetic from 1850, with a more vintage image from other times, contrasted with some modern elements, creating a visual twist in the campaign.