Latitud 33 POP Presence
Image relaunch of Latitud 33, an premium aspirational alternative to beer.
As part of the luxury conglomerate Moët Hennessy, 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. It was presented in two finishes: classic black or constructed from "Alucobond" (an aluminum composite material). Two types of freestanding displays were developed, one dedicated to hypermarkets and a smaller version for supermarkets. The line stoppers were mass-produced for nationwide distribution.
The campaign also reached 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.
