Otazu is the northernmost vineyard in Spain with D.O.P. Pago designation. It is located just eight kilometers from Pamplona, nestled between the Sierra del Perdón and the Sierra del Sarbil. Surrounded by a team whose actions have consistently shown an undeniable love for the land, dedication to the vine, and a meaningful contribution to the culture of contemporary art.
The artworks carefully displayed in the winery are an artistic expression that reflects a deep passion for wine and its close connection to art, a tangible testament that, for Otazu, wine is a form of art in itself.
Mucho’s challenge was to articulate a bold and coherent brand that reflects Otazu’s unique fusion of contemporary art and winemaking. The goal was to align these two pillars under one distinctive vision, while also reinforcing Otazu’s position as Spain’s leading producer of Cabernet Sauvignon and Merlot, thanks to its exceptional location and Mediterranean character.
Otazu’s new identity captures the true 50/50 fusion of art and wine, not as a marketing concept, but as a genuine coexistence. It reflects the brand’s belief in challenging conventions through creativity and positions Otazu as a singular, monolithic brand rooted in craftsmanship, innovation, and sustainability.
Mucho began by researching the visual codes of both wine and contemporary art. The most effective wine labels balance creativity and tradition, while art brands stand out through clarity, boldness, and a strong sense of identity. This dual analysis laid the foundation for a visual language that merges both worlds with precision and personality.
Otazu’s brand identity brings together a series of refined elements that work in harmony across applications. The redesigned crest honors its heritage with modern geometry, while the new symbol, rooted in both the architecture of the Barrel Room and the red dots of sold artworks, bridges wine and contemporary art. A custom logotype adds modernity and gesture, and the tagline Arte & Vino distills the brand’s core: a true fusion of art and winemaking.
Otazu’s typographic system is anchored by a custom typeface created with Tipografies, inspired by historical estate maps. Blending grotesque clarity with gestural character, it appears in Regular and Inline styles and is central to the brand’s identity.
The brand’s corporate colors, red, grey, white, and black, weave a canvas rich in symbolism and meaning. Deeply rooted in history, these tones evoke the perfect balance between art and wine. Together, they form a sophisticated, elegant, and timeless palette that embraces and elevates Otazu’s unique identity an eternal whisper of distinction and beauty.
Mucho collaborated with Salva López and Rocafort to capture Otazu’s essence through warm, expressive photography, blending new images with archival ones to reflect the brand’s identity with authenticity and emotional coherence. Existing archive images were also incorporated, carefully selected to maintain visual consistency and reinforce the brand’s emotional and aesthetic language.
Mucho took on the challenge of redesigning the labels for Pago de Otazu, Altar, and Artist Series wines, aiming to build a unified visual universe, especially for the Artist Series, where a new artist collaborates each year.
For Pago de Otazu, the goal was to faithfully preserve the existing artwork, using photography to capture its true essence with precision. The images focused on texture and chiaroscuro, creating depth and visual richness.
The label’s composition balances white space to create visual tension and elevate the artwork, while the symbol acts as a conceptual and aesthetic bridge to contemporary art.
