Agency: SHUMI LOVE DESIGN (TM) Branding Agency
Designer, brand expert, creative director: Valerii Sumilov
Project Type: Produced
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle, paper
Printing Process: Printing, stamping, embossing, tactile varnish, selective varnish
Echinoctius is a wine with a story. This word is formed as the superlative degree of the manufacturer’s brand name – Equinox (Equinox Day, which occurs twice a year. These are the days when the day is equal to night). It was this idea, but in a superlative degree, that had to be reflected in the design concept of this wine.
The first time we developed a design for this wine series was back in 2013. In 5 more years, there was a need for a significant update of the design concept, for a number of reasons.
First of all, the winemaker changed the bottle used for the product, which meant that the label itself had to be changed. Also, in time, it became obvious that the existing concept needs to be updated and improved. It was necessary to express the main idea in a clearer, more detailed, obvious and understandable manner.
While developing this design, we combined the use of modern printing and post-printing technologies, such as embossing, stamping and special tactile polish. Printing was executed on high-quality paper, which, combined with the use of a wide range of techniques, made it possible to achieve the perfect vision of the visual design and to deliver pleasant visual and tactile sensations to the customer at direct contact with the product in the store.
This project was a significant professional challenge for our agency. For more than 10 years we have been working with this winemaker (Equinox). We have won various international competitions with the designs for this client. And once again, we were required to create such a unique concept, such an exquisite design, which in its aesthetic and conceptual characteristics wouldn’t be inferior to previous successful projects and would even be better than the best of them.
This particular project compiled a number of innovative solutions in the field of branding and design. First of all, it is a successful, high-quality rebranding of an existing product. It is not an easy task to make it better than it was and we truly managed to cope with it. Secondly, we have developed and implemented a label of complex design features. The label shape conveys the idea of a premium class, exclusive, high product status. The restrained colors emphasize the elitism of the wine itself. The applied post-printing effects, like true gems, decorate and help to express with restraint and precision the basic idea of the concept.