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Open Georgia
Design of a name, logo and graphic identification system for a new brand of Georgian wine.
Context
The launch of a new brand on the Russian market was related to the cancel of a 7-year embargo on Georgian wines.
There is a clear demand for this product in society: for people who lived in the USSR, Georgian wines have always been a symbol of quality; who did not catch this era it is a legend everybody wanted to touch to.
In that way
New players had carte blanche and a certain, pre-loyal, audience. Also, they had all the chances to get lost among the endless stream of Georgian wines exploiting in communications only their "Georgianness". In parallel, Russian tourists traveling to Georgia was in full swing.
Only rabid travelers went there recently; today, ordinary tourists begin to open up the direction.
Bringing a lot of impressions and photos for social networks, they further to the growth of interest to the country and its culture.
Strategy
When developing the strategy, we decided to combine two clear trends: nostalgia for Georgian wines and the growing interest to the country — and focus on the idea of openness. In all senses of this concept.
It is as if our product re-introduces the audience to Georgia, opening to customers not only the new-old taste of a noble drink but the very essence of this amazing country.
Concept
Georgian wine is like a key that can open a door that has been kept locked for a long time. Behind it is all the wealth of tastes, aromas, impressions of magical Georgia — a country as diverse as grape varieties, and as deep as good wine
The name, so simple by sight, managed to contain all the meanings that were important for the brand. Georgia opened to you. Moreover, Georgia discovered anew by you. It was also important that the Russian-speaking name helped the brand stand out among many names stylized as traditionally Georgian but merging into a total stir.
Visually, the theme of discovery found expression in the use of images of the key and lock in the logo and label accordingly. Due to such a semantic rhyme, both carriers merge into a specific semantic canvas that conveys the general idea.
Implementation
The logo is made in the spirit of a modern interpretation of the heraldic symbol. It enables to indicate not only the company’s traditionalism of classical wine-making but also the fact that the brand does not "stiffen in amber", moves forward and is up on current global industry trends.
Drifting from abstractly beautiful design towards specific images and symbols also allows to avoid the archaic nature of former national labels, to stand abreast with modern wines of the Old World.
Results
Having a successful start of sales in the presence of plenty of competitors from the same region entering the market at one time.
Obtaining a new target audience — young people who have not caught the time of the heyday of the popularity of Georgian wines, but are interested in the country actively.
Getting high memorability of the brand name without loss of national product identity.
Having extensive prospects for the successive development of ideas designed in the brand DNA in long-term communications.
Other consumer branding projects
Design a new trade mark of Georgian wine
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Other consumer branding projects
Design a new trade mark of Georgian wine
Rebranding and packaging design for the brand of canned vegetables and fruit
Rebranding and packaging design for the brand of canned vegetables and fruit
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