The briefing (In Brief)
We have a new type of wine which we would like to brand in an interesting way.
The target consumer
Mass market product of good value and good price. Foreign and Greek markets.
The client gave us freedom to think in any possible direction in order to create a consumer friendly, interesting identity for the new wines, which will be sold in Greece and abroad. This is an old family of prestigious winemakers with close ties to the land, the vineyards and even the unique buildings situated since the 19th c. in historic buildings, at the areas of Mantinea and Nemea in the Peloponnese. Updated with organic farming methods, the company’s activity aims to produce high quality grapes and wines while protecting the ecosystem and the environment. All the above inspired a design based on the age old figure of the vineyard guardian: the scarecrow. An item of folk art, of basic necessity and common practice, the scarecrow has been the object of fascination by artists and village people alike. Festivals are organized around the world to celebrate the imagination and ingenuity involved in its making. Mousegraphics commissioned a well known Greek artist to draw and then make three different scarecrows to represent the white, red and rose labels. They were then photographed by a fashion and art photographer, with equal care. The brand name “the Guardians” is accompanied on the packaging by the small phrase: “to serve and protect the secrets of good wine-making “, and this summarizes our concept and its references.