I was going to write a clever article about brand positioning and how we created the Truques brand with Oscar Quevedo and Pedro Vareta’s design… but sometimes, impromptu stories are just better.
This one started when my kids – now in their mid 20’s and who stayed with us for holidays – came back from shopping with a bottle of Truques Branco—picked up at our local butcher in Porto (who also happens to specialize in wines). I swear I hadn’t told them I’d worked on the project—partly because it had only wrapped up a few weeks ago.
So I was genuinely surprised to see it already on the shelves nearby, in those little specialty shops. Even more surprising? It caught my kids’ attention. When I asked why they chose it, they said:
“It’s colorful and not like the usual Portuguese wines we always see. And at €9.50, it looks good.”
That’s when I thought: we’ve nailed the brief. We wanted something playful, easygoing, and good value—a wine that invites cheerful, light-hearted moments while still feeling well-made.
I then told them I’d worked on the project, explaining the concept: to create a wine that feels like a burst of fun, almost like a vintage circus poster come to life. And the best part? It proved that you can deliver joy and quality at the same time.
Moments like this are what make the work at Brand Reveal so exciting—and so worth it. [email protected]
