Philoktitis Wine – Rebrand

Derrick Lin


Design: Demetrios Tzavaras
Location: Greece
Project Type: Produced
Client: Evampelos Ghi Winery
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle, Paper
Printing Process: Offset Printing

The winery was founded in 2000 in Domokos of the Prefecture of Fthiotida in central Greece in 2000. In 20 years, through global wine distinctions, and quality continuity the winery has established a recognisable and important presence in the market.

In 2020, we undertook the overall rebranding of the winery, which included the logo, the corporate identity and its various applications, the redesign of all labels for all varieties of its wines and the design and nomenclature for a new Premium label.

We redesigned the series of labels, Philoktitis, which consists of 3 varieties (Red, Rose and White), with the capital letter F as the central element. Philoktitis is mentioned in both the Odyssey and the Iliad as an excellent archer holding the bow and arrows of the semi-god Hercules. He was bitten by a poisonous snake, the wound of which Asclepius healed by pouring red wine on the wound.

The Philoktitis series, although holding distinctions in wine tasting competitions and having an established consumer audience, required a strong rebranding in accordance with the excellent quality of its wines. In order to make a smooth transition from the initial label to the new, we kept as a central focal element the Greek typographic character Φ which was redesigned along with the label, in a new minimal label giving enough air and free space, thus directing the viewer at the dominant symbol Φ, which stands in the centre as a target for Philoktitis arrows.

What’s Unique? Each label was printed with a separate Pantone colour depending on the variety and the typographic character Φ was printed in gold foil emboss in red, pink and gold hues, giving clear differentiation and visual recognition of the varieties and creating brand coherence throughout the whole of the series. Information and typographic elements were placed vertically, leaving the display frontal label free of secondary information and making the three labels distinct compared to the competing labels at the points of sale.