The trademark name, Loza Reserve, is instinctively understandable for any Russian-speaking customers and brings in added value for a customer wishing to be a kind of “wine expert”. A prominent and sharp seamless pattern of grape bunches creates a solid block, a kind of bill-boardon-the-shelf. The central diamond-shaped graphic element performes the function of color coding and product differentiation. The grape color also indicated whether the wine is red or white. The distinction between normal and fortified wines is made with the background colour (white and black).