From domestic to global brand : a case study of Ainoa Winery

Abstract

This thesis focuses on supporting Ainoa Winery in repositioning its brand for international markets. The topic was selected due to its timely relevance and the author’s interest in brand development within the wine industry. The objective was to assist Ainoa Winery in its efforts to expand globally by providing a theoretical and design-oriented framework. The process included brand analysis, theoretical research, and the application of design thinking. The outcome includes a new packaging concept, aligned with the company’s existing values and luxury positioning goals. The findings highlight the importance of brand storytelling, quality visual identity, and adapting the design to new market expectations. This thesis contributes insights to small producers seeking to expand globally through strong brand design.