PRIEST by Demner, Merlicek & Bergmann for STIFTSWEINGUT HERZOGENBURG

PRIEST

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Industry Wine & Champagne
Media Design & Branding
Market Austria
Agency Demner, Merlicek & Bergmann
Creative Director Franz Merlicek
Copywriter Arno Reisenbuechler
Released December 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: STIFTSWEINGUT HERZOGENBURG
Product/Service: WINE
Agency: DEMNER MERLICEK & BERGMANN
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: DEMNER MERLICEK & BERGMANN, Vienna, AUSTRIA
Creative Director: Franz Merlicek (Demner, Merlicek & Bergmann)
Art Director / Graphics: Felix Broscheit (Demner, Merlicek & Bergmann)
Copywriter: Arno Reisenbuechler (Demner, Merlicek & Bergmann)
Desktop Publishing: Mario Goldsteiner (Demner, Merlicek & Bergmann)
Production: Norbert Rabenseifner (Demner, Merlicek & Bergmann)
Account Manager: Anna Mayer (Demner, Merlicek & Bergmann)
Media placement: Wine Labels - Wine Cellar Selling, Selected Shops And Restaurants, Trade Fairs & Exhibitions - 14th Dec. 2009 - Now

Describe the challenges and key objectives
Both the origin of the wine and the brand Stiftsweingut Herzogenburg (Monastic Vineyard Herzogenburg) had to be clearly communicated. However, no visual reference was to be made to the priory itself.

Describe the brief from the client
The Herzogenburg monastic vineyard is one of the oldest vineyards in Austria. The task was to develop a new logo and a new label which would convey a modern, quality impression whilst respecting the more traditional image of the monastery.

Describe how you arrived at the final design
In developing the design, we focused on linking the more traditional clerical elements with today’s modern vinicultural methods. To underscore the monastic origin of the wine, we developed a label featuring a “dog collar”, the white collar worn by clerics. Closures in various colours indicated the different kinds of wine offered.

Give some indication of how successful the outcome was in the market
Brand presence both in Austria’s top restaurants and at renowned international trade fairs was given a massive boost.