Tío Pepe, one of the most recognized Spanish brands nationally and internationally, has renewed its image after 20 years. The firm, part of the González Byass group portfolio, has updated its aesthetic proposal with the intention of connecting with today’s consumer, but keeping its legacy and iconic character alive.
As the brand explains in a statement, the new visual identity aims to give Tío Pepe a more contemporary and authentic look, and better communicate the essence of joy and closeness that define it. The renovation was carried out by the Baud agency and involves slight changes to the logo and a redesign of the packaging.
The new logo, visible for a few weeks in the brand’s communications, relies on a sans serif typography, more modern and rounded, and maintains the emblematic figure of the bottle, with its recognizable hat, jacket and guitar. However, it reduces some lines to give the image a more humanized presence.
The new visual identity will be especially appreciated in the packaging, reviewed under a “reinterpreted classics” approach. Thus, the bottle gives more presence to the popular symbol, which from now on will occupy the place where the González Byass logo was until now. With this, the brand assures in a statement that it will reinforce its ability to transmit the most authentic character of Spain and Andalusia.
As confirmed by the brand reason.WhyTío Pepe has no plans to make any changes to the illuminated sign located in Puerta del Sol, in Madrid, which has already become a recognizable element of the capital.
Along with the renewal of the aesthetic proposal, Tío Pepe will launch a new communication platform aimed at reinforcing its brand universe and highlighting its personality, its heritage and its connection to the Spanish character. It has been developed together with Tangity, part of NTT Data, as part of the collaboration that began with the agency earlier this year.
The communication platform will celebrate spontaneity, the joy of living and the energy of everyday life as an essential part of the lifestyle that the brand represents, creating its own codes for the brand and a recognizable cultural expression. Tío Pepe’s messages will focus on the consumer and their everyday tensions, turning the brand into a facilitator of real connections. The idea will be adapted to different strategic points for the brand, such as Tío Pepe Festival or the Jerez Fair.
“In a time marked by uncertainty and the search for new forms of connection, people demand experiences that provoke emotion and make them feel joy.“commented Marcos de la Torre, Global Chief Marketing Officer of González Byass. “Tío Pepe’s new image reinterprets the classic from a contemporary perspective, valuing spontaneity, celebration and enjoyment as an essential part of the lifestyle”.
As the brand points out, the evolution reinforces Tío Pepe’s commitment to its legacy and its ability to reinvent itself, while connecting tradition and contemporaneity to remain relevant and present in moments of enjoyment.
