Banfi Vintners (USA)
Project Title: Penance In Vino Veritas label
Client or Class Name: Penance - n/a
Create a wine that capitalizes on and competes within the ‘dark’ red blend space with a powerful label that supports a powerful brand name: Penance In Vino Veritas (translation: in wine is truth).
Tone: Enticing, dark, mystical, deeper meaning, masculine,religious undertone but not polarizing.
Personality: Intriguing and Powerful. A conversation starter. This label is less about region and more about personality and creativity.
Design Objectives (design strategies that support the businessobjectives):
- Attention grabbing
- Gothic / religious undertone
- Penance – in the catholic religion is a repentance of sin. Atonement. The truth will set you free. In vino veritas, translates to in wine is truth. The connection is that the Truth will set you free.