Piedras del Abra is a wine tourism project that integrates hospitality services, combining local gastronomy and high-end wines, establishing itself as a space to activate the senses and pay tribute to wine culture.
Located in Abra del Perdomo, an eastern countryside area in Maldonado, this project was created to make a distinctive contribution to the Uruguayan wine route: from its vineyards and its process to create minimal intervention wines on a privileged terroir, through its gastronomic proposal with strong local roots, to an architectural concept that gives an urban imprint to the space, built using glass, iron, concrete, containers, and stones.
In the process of working together with the client, there was a particular and charming entrepreneurial atmosphere: we were able to reflect with them about the project’s character and the reasoning behind various decisions, which ultimately informed how to present the brand and determine its go-to-market strategy.
“Reimagining wine culture” is the brand claim that has inspired the development of an identity with a strong local character, inspired by geography and ancestors, but with a concrete and present-day presentation, aimed at connecting with people who seek to enjoy the freedom of tasting delicacies and drinking good wine while watching spectacular sunsets among the eastern sierras.
Our work included brand strategy and advising, the development of the identity, and specific key deliverables for the project’s launch, such as the creation of the label for the first wine bottle and the development of a website to publicly present the project and enable the initial assembly of a database to connect with early adopters.
