Project Fundador, the oldest distillery in the Sherry Triangle, commissioned a global brand guideline to support the launch of their premium "Supremo" range. The goal was to position this "Sherry Cask Collection" as a sophisticated alternative to single malts and cognacs. The toolkit served as the strategic backbone for the global rollout, ensuring every touchpoint celebrated the liquid's heritage and production quality.

Challenge We needed to shift consumer perception of Spanish brandy from a commodity to a premium lifestyle choice. The task was to visually articulate a narrative that combined the authenticity of a single malt with the prestige of a cognac, all while educating the audience on the unique aging process. The design system had to be flexible for international markets yet rigid enough to protect the new luxury positioning across retail and digital channels.

My Role As Lead Designer at Jordan Design, I spearheaded the visual development of the brand toolkit and key identity assets. I designed the signature "Fundador Pattern"—inspired by the bottle’s base and Moorish architecture—and developed the "Trust Mark" system featuring a red sash. My role involved translating the brand essence into tangible design elements, from point-of-sale structures to print communications.

Results & Impact The new guideline established a cohesive, premium visual language that accompanied the worldwide launch. The rebrand supported the Fundador Supremo 18’s recognition as the "Best Brandy in the World" at the 2019 IWSC, validating the new positioning. The toolkit empowered local markets to activate the brand consistently, securing Fundador's status as a leader in the global "Prestige Brandy" category.

PROGRESSIVE PASSION

The key visual aims to communicate the key aspects of Fundador Supremo’s brand essence and how it differentiates itself within the brandy and Cognac category. Bodegas Fundador has won many awards and it is honoured by Royalty.
It is the oldest distillery in the Sherry Triangle and continues to break boundaries using the dual Solera system.

The trust mark reinforces the fact that Fundador Supremo is a Brandy de Jerez and has been aged in sherry casks.
Used in conjunction with the red sash, it alludes to the use of sashes to denote a Royal Order.

PATTERN

The Fundaror pattern was inspired by the iconic sunflower on the base of the bottle and the Moorish architecture of the Bodegas.