AREA redefines Macán’s digital experience.
Design and brand image
Social Media & Digital Marketing
Content Marketing
The rebranding and digital transformation project for Macán (a brand born from the collaboration between Bodegas Benjamín de Rothschild and Vega Sicilia) has been a clear example of how a brand can evolve towards a more modern and premium image without losing its essence. AREA has provided a comprehensive approach, from designing the visual identity to creating a strong and strategic digital presence, which has elevated Macán’s profile in the market.
The actions undertaken have not only reinforced its positioning as a brand of luxury and tradition but have also enabled the winery to successfully adapt to the new digital era, effectively connecting with its audience.
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VISUAL IDENTITY
WEB
SOCIAL MEDIA
Creation of a modern and premium visual identity.
The first step in Macán’s transformation process was a complete rebranding project, which included the redesign of the brand’s visual identity. The challenge was to create an image that reflected the values of tradition, modernity, and quality while positioning itself as a luxury brand in the market. This rebranding process allowed Macán to convey a refined, modern, and consistent image, aligned with its goal of establishing itself as a premium benchmark in the market.
SOCIAL MEDIA
VISUAL IDENTITY
WEB
Digital transformation through web design and UX
One of the key pillars of the strategy was the creation of a new website. The challenge was to offer a digital platform that not only reflected Macán’s essence but also provided an excellent user experience. The website was designed to function both as a digital showcase and as a tool to increase the brand’s online presence and visibility, prioritizing a seamless experience that allows visitors to learn more about the winery’s history, its wines, and the brand’s core values.
VISUAL IDENTITY
WEB
SOCIAL MEDIA
Positioning Macán on social media
The next step in Macán’s digital strategy was to strengthen its image and increase engagement with consumers through social media, focusing on improving brand engagement and visibility. A strategy was designed featuring striking visual content that reflected the winery’s tradition, distinction, and commitment to quality, using photographs, videos, and Instagram stories to tell exclusive stories about the winemaking process and the essence of Macán.
This strategy strengthened the emotional connection with the target audience, significantly improving reach and solidifying Macán as a premium benchmark in the wine sector.
Creating strategic content campaigns
To diversify and strengthen key moments throughout the year, we designed a strategic content strategy focused on positioning Macán during key dates, with the goal of increasing its visibility and sales potential. The campaign focused on creating content aligned with the brand’s values and standards, that not only surprised but also fulfilled the main objective of strengthening Macán’s image during these strategic moments.
VISUAL IDENTITY
WEB
SOCIAL MEDIA
Amplifying reach and visibility
To consolidate previous efforts, we implemented a series of advertising campaigns on social media, using platforms such as Google Ads and Meta Ads, with the goal of increasing Macán's reach and visibility. These campaigns were designed to attract a highly qualified and specific audience interested in premium wine, thereby complementing the organic side of the strategy and strengthening its market positioning.
Global results
Followers
+642%
Reach
+30.643%
Views
+21.847%
Interactions
+36.455%
Engagement Rate