Guillermo Zetek, André Pimentel, Luisa Tormenta, Miguel Almeida
The fundamental values that inspire the Malhadinha Nova (HMN) project – Time, Space, Nature, Sharing – are also the structural values behind the estate’s new visual identity, designed by Studio Eduardo Aires. While conceiving and developing this new image, the main objective was to translate these values into a coherent identity in order to reveal the strong respect for the nobility of the estate’s natural legacy.
The new logo functions as a typographical landmark over the Alentejo landscape. Just like that landscape, it is also inhabited by animals and plants and transformed by the natural cycles. The structure of the analog clock display (12h, 3h, 6h, 9h) and the cardinal points (N, S, E, W), time and space, determines the layout of the elements that compose the logo. In this new identity, the built environment is represented by the word, shaped by typography, while the natural environment is represented by images, rendered in ilustrations and photographies. This duality is also symbolical of another of Malhadinha’s core values and priorities: sustainability and the balance between built and natural. Simple, linear illustrations of indigenous flora and fauna (by @inaki_aires ) wander through the typographic demarcation, making roots or migrating as seasons come and go. Photographs of the sun dried local flora, picked late last Summer at the estate, animate the editorial artefacts. Time and space, and their graphic notation, are also present in the wine labels. Preserving a Soares family tradition, the children once again drew the distinctive imagery that identifies the estates’s production, this time summoning indigenous species and farm animals. The diferent wine ranges are now articulated in a coherent collection. Diferences are expressed through variations in label, drawing and font size, background color and capsule. New references can now be added within this visual logic, preserving the collection’s identity.
All these strategies contribute to an elegant, unpretentious tone of communication, harmoniously articulated with Malhadinha’s core values and natural surroundings.