Planalto unveils new visual identity for Douro white wines

Planalto, a prominent white wine brand from the Douro region, has launched a renewed visual identity to appeal to a more contemporary audience. The brand, which holds approximately 20% of the market share in the Douro white wine category, aims to strengthen its presence through a premium and modern image while maintaining its historical attributes.

Developed by the Rita Rivotti design studio, the new branding features labels that emphasize illustrations of the Douro slopes. The update also includes a new signature, “Eleva o Douro” (Elevate the Douro), intended to reinforce the brand's connection to its origin territory. Additionally, transport packaging is transitioning to kraft cardboard to align with modern standards.

Filipe Gonçalves, Chief Marketing Officer of Sogrape, stated that the new image is not a change in direction but an affirmation of the brand's identity. The updated branding will be introduced alongside the 2025 harvest, with availability beginning this month in both Portugal and international markets.