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.