Mas Palou Strategy Proposal
The Mas Palou Brand: A Strategy Proposal
Mas Palou is a historic vineyard and farmhouse-turned-guesthouse in Spain’s Penedés region, 40 minutes outside of Barcelona. It is run by the Valles family of wine growers, who love sharing their Mediterranean lifestyle with guests.
The proposal offers a distinctive, cohesive brand identity to focus the business and inform marketing tactics by examining the brand’s target audience, proposition, channels, and offerings. The big idea – immersing in the slow Mediterranean lifestyle in Spain’s idyllic hidden gem – promotes channel and offering strategies that highlight the Penedés region while continuing to emphasize the attributes of authentic historical charm, natural beauty, warm hospitality, and quality for value. The refreshed positioning helped ideate experiences around local food culture and production (aligned longer-term extensions to the current business), as well as define a more concrete visual strategy for photography. Future offerings, initiatives, content creation can be evaluated against the audience-company-context framework for business and brand alignment.
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