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Private wine label

Bulgarian wine needed a special private label for the Chinese market.

After a research of Chinese preferences was made, and a positioning was decided, I attained this understanding:

  • in order to be visible on the overcrowded shelves, label needs to be bright and colorful
  • you don't want any associations with traditional and/or French wine because 90% of French wine is counterfeited and has no trust
  • when your main competitors are New World wines with no long history, you can and have to create memorable visual identity
  • Chinese customer of our market segment selects wine buy the attractiveness of label, pricing and prestige (when putting a bottle onto a table with guests)

Therefore, I created a label, with images of monarchs with a modern triangular effect. Every monarch corresponds to grape type. I used colors, that are specially pleasant according to Chinese culture and traditions.