Latitud 33 Event Bar Concept

Latitud 33 was relaunching its image. This move was a strategic industry play to position wine, as a viable premium alternative in the competitive beer market. An aspirational brand, Latitud 33 targets young consumers who prioritize quality over price and was seeking a sleek, premium aesthetic for its displays.

The proposal centered on a simple cube, using its form as a matrix to function simultaneously as a product container and a branding element. The bar stayed as a concept, but the modular design was going to be implemented on future designs.

The campaign reached supermarkets, restaurants and wine shops, successfully positioning Latitud 33 as an accessible premium wine. It offered a great balance of price and quality, a perceived value that remains relevant to this day.