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    Brand positioning, naming and packaging of Matkovic wines. // Awards: Cropak 2015 (Croatian packaging festival) - Award for best graphic design /… Read More
    Brand positioning, naming and packaging of Matkovic wines. // Awards: Cropak 2015 (Croatian packaging festival) - Award for best graphic design // Regpak (Regional packaging design) - best regional packaging finalist // Balcannes - top 25 best campaigns in the region // IdejaX - (Croatian advertising festival) - best copywriting + finalist in Beverages category // Sudnji dan (independent Croatian creative communications festival) - best copywriting finalist Read Less
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Honest wines
brand positioning, naming and packaging
 
Challenge:  Thousands of Croatian winemakers struggle for their audience. How to uniquely position and introduce Matković wines using only marketing tools of a family business?
Thinking: Matković wines are produced with care using high quality grapes, they are fair-priced and undeceiving in communication. Honesty best describes the way Matković family approaches their business.
Solution: Honest wine.
It's not just a business. Our days are made of hundreds of beautiful and difficult moments that make us proud of the wines we created for all the honest, human moments you will experience drinking them. Without big words, colorful labels and shiny ads, to us, this is life - true devotion to making great wines. Maybe that is the reason Matković wines have this strange power. They inspire some small, unspoken truths, that are, just like the wines, hard to share.
Wrapping paper conceals the bottles... 
Once unwrapped bottles reveal small, unspoken truths on the labels.

Honesty was integrated in all of the elements of the brand and communication (winery name, web address www.iskrenavinamatkovic.com, packaging...). And not just declaratory; messages on the labels, photos from their wineyards on the wrapping paper and family's relationship with the customers - everything is honest.
 
To complete the experience, famous Croatian chef Dragan Dragojlović - Gaga created six unique recipes that perfectly compliment each of the six wines: pinot noir, cabernet franc, chardonnay, frankovka, frankovka barrique and sylvaner.
 

"Pinot noir made me tipsy, so I told her I loved her and gave her the last bite of my steak."
 
"We finished a bottle of cabernet franc. I hugged my old man. Maybe it's time I forgive him - he did the best he could."


"My girlfriend is a bit shy, but when she drinks chardonnay, she does things that make even me blush."
 
"She leaves tomorrow. Still, I burried my face in her lap and wished the morning would never come. I blame sirocco and frankovka barrique."
 
"Frankovka stain on my beige dress reminds me of you. While we were running towards your apartment, I wonder has it occured to you that the glass didn't just happen to fall" 
 

"You said we can be friends. I took a sip of sylvaner and imagined what life would be like if we never met."
 
 
"When they rang the doorbell I shoved the bottle below the salad in the fridge. We'll drink something else, rose once we stay alone!
 
 
Photographs on the wrapping paper

Created by:
family Matković
Mira, Josip, Ivan, Iva and Miro

Branding, strategy, creative and art direction
Vanja Blumenšajn i Miro Čavar
Copy: Vanja Blumenšajn (Señor)
Design: Miro Čavar (studio Čavar)
Branding consultant: Iva Kaligarić (Señor)
Photo: Mario Kučera
Wine and food photography: Maja Danica Pečanić
Food and food styling: Dragan Dragojlović - Gaga

Honestly, we really enjoyed this project
(hopefully, you will too)