Whom
Hermeziu Winery – part of Domeniile Lungu Group, high quality wine producer, with numerous gold and silver medals for their wines at various national and international contest.
What
naming, visual identity, website, copywriting, concept and packaging for wine series
When
2015-2016
Brief
Naming and logo for the Winery, with emphasis on the wine region, without forgetting that the business is new. Concept, naming and packaging for the two wine series (“Hermeziu” and “Păcatele tinereții”), with the starting point in the strong relation with the Negruzzi family. “Hermeziu” wines, higher in quality and price, will induce the idea of greatness. “Păcatele tinereții” wines will focus on the joy to live life to its fullest, regardless of the age.
Execution
General concept: Hermeziu means destiny, bravery and force. It is the story of the Negruzzi dynasty. It is the vibration of the wine 200 years ago transmitted today as a legend with a literary preface.
To express the relation to the Negruzzi domains just as an emotional underlying layer, with no easy to point evidence, we started from the maiden name of Costache Negruzzi’s mother. The name Hermeziu was first used only in spoken language and later mentioned in writing as well, as the name of the village and of the Negruzzi estate.
Etymologically, the word has old origins and is even linked to legends speaking of acts of bravery of noblemen in their attempt to defend their people.
The Hermeziu wine series: We, people are just pawns on the Universe chess table. We are like the grapes that make the divine nectar rise to perfection. Only the brave and the noble are chosen to get close to greatness.
The conceptual line of the Winery, which is that of a link with the land, of bravery and force, was kept and the chess pawn accessorised with signs of nobility and battle, such as helmets and applied crowns, was chosen as the main graphic element.
The wine series entitled “Păcatele tinereții”: Joy and a feeling of fulfillment are a therapy of rebirth and beauty because youth is not an age, but a state of mind, a frenzy of the senses with its coveted and longed for “sins”.
The subtle link to Hermeziu was kept through naming, by taking the name of one of the writings of Costache Negruzzi, but as this is a series of young wines, distributed in specialized shops and distribution networks, the joy to live was chosen as the main element.
The representatives of the wine series are the harlequins, versatile characters as transmitted emotions generating celebration and fun.
The six sins (play, fun, recklessness, arrogance, deceitfulness, and love) represent a type of wine each and were considered as the inevitable elements of youth, “sins” without which peoples’ lives would lack the colour and fun of innocent mistakes.
The labels for both series were printed on special paper, using flexography, 5 colours, embossing and folio.
