BRIEF
“I’m just transferring nature”, the wine producer Dimitri Brečević points out, “and each year nature is different. So are my wines, despite the same terroir and the same variety.”
IDEA
And if this natural wines are each year different due to weather conditions, so has to be the label. Art directed by nature.
EXECUTION
We’ve been collecting for years data on weather conditions in the vineyard, in collaboration with the Meteorological Institute. The amount of precipitation was perceived to be the variable that best shows the structure of wine each year. The circles represent every month’s precipitations (from vintage to vintage). The overview begins with the month of October (previous year), ends with the month of harvest (September current year). Nature’s behavior has literally been transferred to the label. In 2018 the producer decided to replace all his labels with the new ones, according to this concept. Knowing that he would need a tool for the presentation, we gathered through time the collection of 6 seasons.
CHANNELS
Natural wine lovers don’t give a heck about any kind of advertising, it and just distances them from the product. Consumers prefer good, honest wines recommended by people they trust and these are usually presented on specialized fairs or in wineries. Thus the product itself becomes the only means the producer actually can use to communicate with his consumers. The collection has been sent it to the relevant distributers and presented at wine fairs and tastings worldwide.
RESULTS
– In 2018 Piquentum managed to enter some of the globally important restaurants: Gaggan (Bangkok), Terroir (London), Vero, Local (Venice)…
– 50% faster sales in 2018 compared to 2017.
– Presence on new sale markets such as: Finland, Sweden, Singapore and Japan. For the 2020 there is a waiting list for new markets such as: The Netherlands, Denmark, Germany, Norway. The story about the new label has gone through social networks of many globally relevant gastro/wine bloggers.
AWARDS
(in the process of development of the collection and single)
Cannes Lions (bronze), Ideja X (Grand Prix, gold), Joseph Binder, HDD-a, ADC (gold), Dieline, Worldstar Packaging Award, Eurobest (silver), LIA (gold), Red dot, REGPAK, CROPAK, One show, Golden drum, Pentawards, CA…
TEAM
Creative directors/ design/ copy: Jelena Fiškuš, Sean Poropat
CREATIVE DIRECTOR ABOUT THE CAMPAIGN
“The greatest value of this collaboration for us is the fact that it has taught us on how to understand the relationship with nature and how to truly respect it. Furthermore, as an approach it was a great inspiration for all our future projects. Also, we don’t have to mention that it has spoiled us when it comes to wine consumption.” Jelena Fiškuš i Sean Poropat
CLIENT ABOUT THE CAMPAIGN
(As usual, he is not answering the phone, because he is in the vineyard).