To Wine or not To Wine | A Wine Brand With Character

To Wine or not To Wine is a private label wine brand we originally developed for the Perekrestok retail chain. Now, the brand is being adapted for the Kazakhstan market, bringing its distinctive personality and visual language to a new retail environment.

The brand was created for people who want to enjoy an easygoing evening without overthinking it. This wine isn’t for sommeliers — it’s for real people. For those who see a glass of wine more as a way to connect than something to analyze.

At the core of the brand is playful irony and a nod to the classics. The name “To Wine or not To Wine” is a clever wordplay that grabs attention instantly. The brand character — a slightly weary Shakespeare holding a glass — sets the tone: witty without being pretentious, stylish without being snobbish. The illustration was hand-drawn by an artist, emphasizing the authenticity and charm behind the image.

We deliberately moved away from traditional wine visuals: no vineyards, no etchings, no family crests. Instead, we embraced bold colors, simple typography, and a distinctive visual identity. The labels stand out on the shelf and make you smile. They say, “Looking for wine? We’ve been expecting you.”

To Wine or not To Wine isn’t just a product — it’s a communication platform. It builds a bridge between consumer, brand, and retailer. For the customer, it’s an honest and cheerful wine. For the brand, it’s a voice that speaks directly and playfully. And for the retailer, it’s a distinctive private label designed to stand out and create engagement.

A wine that brings people together. No fuss, just good vibes.

That’s not a question.