In Portugal, CR&F (Carvalho, Ribeiro & Ferreira) is the reference when it comes to aguardentes (Brandy): the brand's history dates back to 1895, when they started producing and trading wines and brandys, growing to be one of the biggest companies in the country.
After a period of redefinition of products and placement, CR&F continues to be on the top of mind of every portuguese aguardente lover: its famous Aguardente Reserva is the result of a careful selection of the best old brandys, using the Armagnac process and ageing in oak barrels to produce a very clean, smooth, intensely aromatic and lasting flavoured brandy.
VOLTA was asked to redesign the label for their iconic CR&F Reserva wax top bottle and to create a totally new image for CR&F Bagaceira, that was to be presented in a new and more distinct bottle.
For the Reserva, the change had to be subtle yet distinctive, respecting the product’s history, its iconic image/bottle and acknowledging its market leadership.
We focused on key typography changes, taking advantage of its potential to position a product, and used print finishings like foil stamping and spot gloss varnish to uplift its premium perception.
As for the Bagaceira, we chose a modern, bold and stylish bottle for the product, and designed a very clean label, with classic but punchy typography on thickly textured paper to live in coherence with the Reserva bottle.
These design changes and decisions helped a truly historic brand like CR&F uplift its premium perception, while keeping its heritage.
Photography by Nuno Moreira