Piquentum Design & Branding, Case study Piquentum St. Vital 12/13/14 Collection [image] by Studio Sonda Croatia

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Piquentum St. Vital 12/13/14 Collection [image]

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Industry Wine & Champagne
Media Design & Branding, Case study
Market United Kingdom, Italy, France, United States, Switzerland, Japan, Sweden, Austria, Croatia, Netherlands
Agency Studio Sonda Croatia
Creative Director Sean Poropat, Jelena Fiskus
Released January 2017

Awards

Eurobest Awards 2017
Design Drinks Silver Eurobest

Credits & Description

Client: Vinski Podrum Buzet
Product (Service): Piquentum St. Vital Wine
Agency: Studio Sonda Vizinada, Croatia
Entrant: Studio Sonda Vizinada, Croatia
Idea Creation: Studio Sonda Vizinada, Croatia
Creative Director: Sean Poropat (Studio Sonda)
Creative Director: Jelena Fiskus (Studio Sonda)
Synopsis:
The Campaign
Vintage year is always denoted on the bottle, but how many of us really understand it? It actually witnesses the natural conditions in which the wine matured; it is its own BIOGRAPHY. We decided to rise awareness about the importance of understanding the year indicated on the bottles. With the use of pesticides and balancing flavors, it eventually lost its meaning, flavors are becoming ready-made and unrelated to the actual weather conditions. The labels are using the data about the weather conditions in the territory of vineyard (the amount of precipitation) and interpreting them so that consumers can understand how different weather conditions affect the diversity of flavors, since wine is exclusively a product of nature itself. They can compare flavors of bottles with labels (ex.more rainfall=more freshness) but also wines from the same vineyard but of different years. This collection promotes the producer’s key values that are within all
Creative Execution
In cooperation with the National Meteorological Institute, the data on weather conditions in the territory of vineyards were collected. The amount of precipitation, as the most changeable variable, proved to be a great tool to show graphically how much weather actually affects the diversity of nature every year. Circles, standard meteorological rain symbols, show the amount of rainfall in a particular month, and the labels convey at first glance what was the vintage year like, and what kind of wine tastes can be expected. Graphic elements have been reduced to mere basic symbols considering that wine produced by nature doesn’t require additional decorations, neither in its taste nor in its packaging. This wine collection wants to encourage thinking and discussion. In such a way, wine, as one of the historically most acclaimed product, becomes a medium that speaks out about the importance of understanding the nature.
Indication of how successful the outcome was in the market
Results:
Selling season 2016/17 compared to the 2015/16:
Orders increased by 70% on the hitherto existing foreign markets (Italy, USA, Austria, France)
Opening of new foreign markets (UK, Switzerland, Sweden, Netherlands, Japan)
Vintages 2012/2013/2014 (Piquentum Sv. Vital + all other Piquentum wines) – SOLD OUT!
The result is a collection of wines that encourages reflection and discussion during the selection and consumption of wine, teaches that wine is nature’s advocate and the vintage year must be integrated in the flavors that it offers.
The intention is to promote the story about the key values we can find in all winemakers’ products through a collection of wine from only one vineyard. Since it is crucial to him understanding nature and promoting the importance of preserving it, we thought it would be best achieved if his product speaks for itself. Moreover, as a small producer he couldn’t afford a promotional campaign, it was necessary to built a story around his most representative product. A collection was made to convey, through labels indicating weather conditions around vineyards, the importance of understanding the vintage dates and call on comparing. Flavors of bottles with labels can be compared (ex.more rainfall=more freshness) but also wines from the same vineyard but of different years. Consumers can thus understand how different weather conditions affect the diversity of wine flavors itself. The concept was realized and presented to wine dealers, on fairs