Moșanca

CHALLENGE

For Crama Hermeziu, the challenge was to redesign the Moșanca wine range while preserving its connection to Romanian heritage and giving the brand a more distinctive and emotionally engaging visual identity.

The new packaging needed to create a coherent family across the range while allowing each label to tell its own story — one rooted in femininity, tradition and local mythology.

SOLUTION

We built the redesign around the meaning and character of Moșanca, transforming Romanian feminine imagery into the central storytelling element of the range.

Inspired by the iele — mysterious female figures from Romanian mythology — we developed a sequence of illustrations that evolves from one label to another. Rather than repeating the same visual with colour variations, each wine reveals a different chapter of the story.

CHARACTER & ILLUSTRATION

The illustrations explore different expressions of feminine grace and create a visual progression throughout the collection.

The story begins with the innocence of a young woman holding a grape, continues with the complicity of two women, develops into the seductive dance of the three iele, and culminates with the bride — a symbol of completeness, tradition and celebration.

Together, the characters transform the wine range into a sequence of interconnected scenes, giving each label an individual personality while building a larger narrative around the Moșanca brand.

VISUAL LANGUAGE

The expressive illustrations are balanced by a clean white background and a restrained graphic composition, allowing the characters to remain the main visual focus.

Subtle embossed grape motifs emerge from the background, creating a tactile connection to the vineyard and its fruit without competing with the illustration.

The contrast between delicate detailing, generous negative space and tactile finishing creates a contemporary interpretation of traditional Romanian references.

OUTCOME

The redesign gives Moșanca a coherent and recognizable identity built around storytelling rather than simple SKU differentiation.

Each bottle works individually, while together the labels reveal a visual journey through femininity, mythology and Romanian tradition.

The result is a wine packaging system that transforms cultural heritage into a contemporary brand experience — distinctive on the shelf, emotionally engaging and deeply connected to the story behind its name.