ABOUT

Concept
Did you know that Madeira Wine was present at the signing of the US Declaration of Independence in 1776? This historical connection between Madeira Wine and the American people served as the foundation for a unique positioning strategy. While the wine had a name and specificity, it lacked a clear identity and positioning. The challenge was to honor this symbolic discovery and establish a modern and relevant brand identity for Madeira Wine under the name Independence Day. The concept centered on the idea that independence is identity. Independence is not limited to historical events but exists in personal milestones—births, life changes, marriages, divorces, first jobs, travels, or bold decisions. Independence Day reimagines Madeira Wine as a celebration of these personal moments, offering a new manifesto of independence for the 21st century.

Execution
The project began with extensive research and positioning to align Madeira Wine’s legacy with a contemporary audience. The packaging design included the development of the brand, the selection of the bottle, and the creation of a cohesive graphic universe and visual identity. The label design combined modern elegance with historical significance, reflecting both the wine’s rich heritage and its relevance to personal celebrations of independence today. A verbal and visual manifesto was created to resonate with a broader audience by showcasing multiple interpretations of independence. Award-winning photographer Hugo Suissas was chosen to promote the brand. His unique perspective—capturing everyday objects and landscapes in unexpected and surprising ways—enhanced the storytelling and helped reinforce the campaign’s message. His work also aimed to highlight and internationalize Portuguese creative talent.

Results
The project successfully positioned Independence Day Madeira Wine as a brand that celebrates personal and symbolic moments of independence. Beyond the label design and packaging, the project delivered a complete branding and visual manifesto that connects with a modern audience while honoring the wine’s historical legacy. The collaboration with Hugo Suissas brought the concept to life, elevating the campaign and showcasing Portuguese talent on an international stage. This cohesive approach to positioning, packaging, and storytelling established a deeper emotional connection with consumers and reinforced Madeira Wine’s enduring significance.