Crazy Horse

Developed as part of a Marketing course, this project proposed repositioning the Cavalo Maluco brand—a premium wine produced at Herdade do Portocarro, inspired by the Native American leader Crazy Horse.

The analysis revealed strong potential for differentiation and recognized quality, alongside opportunities for improvement in branding, packaging, and digital presence. The strategy incorporated an in-depth analysis of the market, competition, and consumer behavior, utilizing tools such as SWOT, the BCG Matrix, and Porter’s Five Forces, ultimately leading to the definition of three personas and a revamped marketing mix. The new visual identity—featuring a stylized horse logo, a color palette of bordeaux, olive green, and off-white, and minimalist packaging—conveys values ​​of freedom, intensity, rebelliousness, and authenticity.

The digital communication strategy was designed to connect with a young adult audience that values ​​design, storytelling, and distinctive experiences, positioning Cavalo Maluco as a statement of character within the premium segment.