The existing identity and packaging didn’t feel Spanish or particularly unique. As with many wineries in the Napa Valley region the identity felt like a pastiche of established French wine packaging. Mucho was tasked with developing a brand that felt Spanish and appealed to an American audience. The brand and labelling system needed to stand out on a crowded supermarket shelf, it needed to feel more Spanish and highlight the unique story and heritage of the company. It was essential that the packaging system did a better job in differentiating the products by varietal and price point.
The brand as a whole had to feel more artisanal as this was where the name of the winery came from in the beginning.