Grapefruit Designs New Book Covers for Vinexport Wines
Packaging design
Set up in 1969 at Focsani, Vinexport is currently the fifth biggest wine producer in Romania. In autumn 2007, the company decided to launch a new range of catering bag-in-box wines and turned to Grapefruit for brand strategy, naming and package design consulting.
Breaking creative patterns
Vinexport wished for a new brand that would combine the wine-specific tradition with the innovation as well as stock and use benefits of a bag-in-box container.
In deference to a clearly differentiating brand strategy, the new products were allusively named“A Midsummer Night’s Dream with Royal Feteasca” and “The Merlot Code”, whereas the package design supported the brand identity by rendering the image of an old book. The concept meant to modernize perceptions on bag-in-box wines.
Observing values and tradition
The communication strategy of Vinexport targets a new generation of active and modern consumers and confers a key role to the branding process. Taking all this into consideration, Grapefruit successfully updated the brand, while still observing the traditional values related to the wine producing region of Vrancea.
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