Puracepa Urban Suites

Living the new

wine culture

They say that to innovate is to move forward. To know the past in depth in order to sketch a new future. A verb that may sound like modernity and technology, yet it is the very foundation of evolution in a world as traditional as that of wine and everything surrounding it.

With wine tourism as the flagship product and the destination in full growth, our client’s competition consists of a range of local players offering a lifestyle concept tied to the most traditional wine culture — an approach that appeals to terroir, stone and wood, embracing a more formal and historicist tradition.

But in recent years, La Rioja has begun to show a new face — a challenge to its purest winemaking heritage, questioned and reinterpreted with respect and deep knowledge. Young winemakers redefining concepts, movements encouraging younger generations to learn about the world of wine, music, gastronomy and activities that step outside the classic mould all form part of a new wine culture in La Rioja — one that invited us to understand accommodation through different standards and narratives.

That context presented the opportunity to claim a distinctive territory based on breaking away from tradition and the expected (without slipping into transgression), while emphasising high service quality. This strategy was further reinforced by our client’s youth, their hosting talent, and their deep knowledge of the area and its key players (restaurateurs, new-generation winemakers, musicians, artists, etc.), which allowed us to propose synergies and build a differentiated stay experience.

Thus Puracepa Urban Suites was born — the tourist apartment brand in which to place one’s trust for a new kind of accommodation and wine experience in Haro. A younger-spirited brand, distanced from the purism of traditional winemaking, offering an exclusive stay and experiences with unique, character-driven projects in wine, but also in music, design and urban culture. A way to discover this new Rioja independently, with different, active, and enjoyment-driven experiences.

Living the new wine culture is the tagline that captures this experience and a model of accommodation ideal for those seeking a centrally located apartment from which to enjoy Haro’s activity, its bar and winery scene, its leisure and cultural life; for those who want to discover and integrate into the destination, and who look for a comfortable, versatile space that reflects their personality and status, while enabling bleisure stays — leisure and nomadic work — as they enjoy this new Riojan wine culture.

With a rebellious, nonconformist edge, Puracepa Urban Suites is a questioning, knowledgeable and exploratory brand that invites guests to discover the destination by day and to enjoy an exclusive stay during their moments of rest.

Extraordinary knowledge of the surroundings, of the protagonists of the sociocultural scene and of the winemakers; intelligence and personal judgement to connect different points and needs; high-quality service; perseverance to achieve goals and offer the best experience; and the honesty, clarity and loyalty so characteristic of the people of La Rioja — these are the value-driven ingredients on which Puracepa Urban Suites is built, and which translate into a brand that is confident, unique, diligent, passionate and sincere.

A brand that also has the opportunity to evolve in the future through the development of its community, offering different business lines focused on culture and lifestyle, and becoming a benchmark for a holistic approach to Riojan identity and its most contemporary way of engaging with the world of wine.

To convey these personality traits and the very essence of the brand, we envisioned a simple and honest graphic solution, based on the combination of two strongly contrasted colours with a subtle, elegant touch that speaks of knowledge and exclusivity, all articulated through typography.

A luminous green became the representation of life and enjoyment in this land that turns green every spring and purple every autumn. We reserved colour for the images used to present and describe the different spaces, and chose black and white for the more inspirational lifestyle- and experience-related content.

Illustration plays a fundamental role in the identity, created by Lucreativo. Based on the idea of the symbol — a simplified, updated vine tendril — a series of line-based illustrations were developed which, while maintaining their natural reference and recognisability, gave the brand a fresh, younger and more relaxed feel.

We translated this entire visual universe into graphic elements, signage and interior applications in a sober way that highlights the natural elements of the region, as well as into a website (puracepasuites.com) that masterfully combines an elegant, editorial-inspired composition with more contemporary design resources in the handling of call-to-actions and navigation elements.

The result is a brand of extraordinary character, one that breaks with the usual codes of what we all expect from a winemaking and traditional context, and one that proves that, indeed, to innovate is to move forward and adapt to new times. To know the past in depth in order to sketch a new future. To face it with respect, without fear — like the storm clouds that threaten the vineyard. To question, to take risks, to imagine, to try, to create. Like those who brought light to the streets of Haro, making it the first Spanish city with electric lighting; or like those who fought phylloxera in the vineyards at the end of the 19th century.

To connect the dots and propose new products and experiences based on something that already exists — something that is there, waiting — and that simply needs to be woven into a narrative thread that offers a new perspective and a new way of doing things. That is the fabric that allows us to evolve: as humans, as a society, as businesses and as brands.