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Rebranding of Cardenal Mendoza, Brandy de Jerez.

Over the last few years in the world of branding and packaging there has been a trend to go back to the roots. All over the world, brands or rebrandings have appeared that embrace their nationality and traditional manufacturing processes. These new trends are reflected in the selection of raw materials, packaging materials and production processes, resulting in a final product that leaves a smaller carbon footprint and is ultimately more environmentally friendly. In line with current design trends, Brandy has been selected as the focus of study for this project, in an attempt to promote the Spanish product. The aim is to revitalise Brandy de Jerez for consumption by a young public. A new approach will be brought to these drinks, which are anchored in aesthetics of past decades, in order to get rid of stigmas and stereotypes associated with brandy within the Spanish historical-cultural context of the last 70 years.