Case study: Tata si Fiul Winery - CRYO

To whom: APCOVIN SRL –Tata si Fiul Winery, a Romanian wine producer from Vrancea, holds the following wine selections: Hotar, Labirint, Tata si fiul

What: redesign logo, concept, copywriting, website, label design and packaging for wine series

When: 2015-2016

Brief: The “Tata si fiul”(father and son) wine selection is already on the market at the time of our meeting. The producer wanted to expand the brands portfolio, a new positioning on the wines market and a new image.

He needed a professional presentation, to be used on all communicational chanels, based on a clear concept, a story of the wines and a modern graphic design in order to be able to support the products development and targeting strategy.

Website: www.cramatatasifiul.ro

Implementation:

General concept: The Vrancea area is an old and famous winegrowing area in Romania and the local producers continue the tradition in the obtaining of quality wines.

The Tata si fiul Winery, a family business, aims at being a continuer of these traditions; this is why the entire concept proposed by CRYO is based on the sincere and direct form of expression of the tradition value in winegrowing and wine production.

„The wines of Tata si fiul Winery are made with love and science, of grapes grown, verified, selected and harvested by us, the vine growers of Nicoresti and Cotesti. These wines develop together with us, like a family and they get richer year by year, taking bits of our being.”

The Hotar wines selection

Hotar (Border) is a word of Indian-European origins with old traditions in Romanian.

The meaning of this word can lead to borders and frontiers, but the limits exist to be crossed.

Hence, the denomination of this wine selection expresses both the regional and national spirit of delimitation of the Romanian space of old times wine production, as well as the echoes of the escape from the temporal frontiers regarding the tradition and passion of the vine growers

„Wine from Vrancea appeared before the Romanian say and the passion for the wine growing tradition crossed the borders between ages or generations. The HOTAR wines mean Passion, Passion beyond the borders!”

The Labirint wines selection

The labyrinth as a graphic representation is to be found in the entire human history and it expresses the way to spiritual illumination.

The way to the center of the labyrinth, scattered with traps and the obligation to choose, moments of deep meditation, brings experience and wisdom to the traveler and the return to the world outside the labyrinth is meant to share and offer the world from the knowledge he acquired.

Associated to the wine, the concept of labyrinth wants to be an invitation to meditation, far from the swirl of daily routine, of sharing things that make us better with the beloved ones.

Made to be drank in peace or together with the beloved ones, it makes you enter the labyrinths of life and discover the light and beauty of our existence by its flavor. The LABIRINT selection brings people together and fills them with the spiritual power of retrieval.

Its label has a minimalist design, choosing shape instead of color as a central element.

The Tata si fiul wines selection

“Tata si fiul” is the brand reflecting the transmission of vine growing and obtaining of quality wines over generations. This wine wants to make connections between people and places, experiences, stories or precepts.

Wine, this marvelous liquor, always reveals to the taster something about its history. The TATA si FIUL selection represents the wine that hands down the secret of good wine from father to son.

The label design on a black background is a graphic representation of the idea of generations – the rope with knots. A reinterpreted form of the DNA, in the daily activities the rope ties. In case of wine, it connects people, idea and relations and, when twisted by length, like a genetic imprint, it hands down tradition.