Art Director & Illustrator: Levan Melikishvili
CG Artist: Nika Maisuradze
Copywriter: Oto Shamugia
Project Type: Produced, Commercial Work
Location: Tbilisi, Georgia
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle
Printing Process: Screen printing, Foil stamping
Racha-Lechkhumi is one of Georgia’s smallest wine regions, wedged between Imereti to the south and the Greater Caucasus (Caucasus Major) mountains to the north. But despite its diminutive size, it remains one of the most important wine regions in the country. Very limited production volume of 4 most exclusive wine types made them synonymous with exceptional quality and defined how we approach wine – with utter respect and appreciation.
Challenged to emphasize many attributes of given products as well as their origins, multiple creative decisions were merged, ultimately settling on storytelling and specific printing technology that would harmoniously deliver a massage: this wine has a soul.
Tetra label articulates animal symbolism that derives from two species particularly popular in this region. Travel enthusiasts are astonished by mysterious sculptures, West Caucasian tur and mountain eagle, looking at each other from the edges of opposing cliffs divided by Lukhuni river.
The most notable plantings of Aleksandreuli are in the Ambrolauri, Oni and Tsageri districts on the Rioni River, which tumbles down the Caucasus Mountains into the Black Sea. Rioni River is an artery of the region, hence it’s depiction on the label carries a very strategic purpose.
Old Lechkhumi dwellers narrate numerous myths and legends related to Mount Khvamli specifically illustrated on the Usakhelauri label. It is said to be storing oldest treasuries of kings; Legend has it that Prometheus has been chained on Mount Khvamli by Zeus to be freed by Hercules after many years. Locals determined the weather by the mount and respected it as the dwelling place of the god of weather and thunderstorm.
Local farmers complain about Bears who tend to devour grapes, preferring varieties used to produce Khvanchkara wine due to its high-level sweetness, solid flavor and aroma. Even though they reduce already scarce grape resources these chubby grape thieves are essential part of Racha-Lechkhumian flora and fauna keeping it perfectly balanced. As all things should be.
CHINI label designs were formed from 3 main attributes. Firstly, calligraphy which has been re-imagined for the project specifically. It’s based on the uniqueness of Georgian language and scripts which were granted the national status of intangible cultural heritage and inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity.
Going further, CHINI is a Georgian word meaning ‘precious’, perfectly suitable name for something you would hardly give up. Hence, golden foil printing that complements the exclusivity factor.
And, the 8000-year-old history of wine-making also affected creative decisions. Spiral ornaments used to frame the illustrations are based on ancient artifacts discovered by archaeologists, they represent vine canes. Rich history of Racha-Lechkhumi region couldn’t be ignored, thus each label has a story that is strongly connected with the type of wine it speaks for.