Weingut Andreas Tscheppe Design & Branding ANIMALS by Demner, Merlicek & Bergmann

ANIMALS

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Industry Wine & Champagne
Media Design & Branding
Market Austria
Agency Demner, Merlicek & Bergmann
Creative Director Rosa Haider Merlicek
Art Director Felix Broscheit
Copywriter Franz Merlicek, Arno Reisenbuechler
Released June 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: WEINGUT ANDREAS TSCHEPPE
Product/Service: WINE BOTTLES/LABEL
Agency: DEMNER
Date of First Appearance: Jun 1 2010
Entrant Company: DEMNER, MERLICEK & BERGMANN, Vienna, AUSTRIA
Account Manager: Petra Koestenbauer (Demner, Merlicek & Bergmann)
Creative Director: Franz Merlicek (Demner, Merlicek & Bergmann)
Creative Director: Rosa Haider (Demner, Merlicek & Bergmann)
Art Director: Felix Broscheit (Demner, Merlicek & Bergmann)
Copywriter: Franz Merlicek (Demner, Merlicek & Bergmann)
Copywriter: Arno Reisenbuechler (Demner, Merlicek & Bergmann)
Graphic: Felix Broscheit (Demner, Merlicek & Bergmann)
Media placement: Wine Bottle/label - Wine Cellar Selling, Selected Shops And Restaurants, Trade Fairs & Exhibitions - 1 June 2010

Describe the brief from the client
The design of outstanding wine labels.

Describe the challenges and key objectives
The hills in South Styria are famed for their wine. Names such as Eduard Tscheppe are bywords for vinicultural quality. But there is also a certain Andreas Tscheppe who has little in common with his big, important namesake. This is is the reason Andreas Tscheppe is seeking his own proprietary stance - one which will do justice to his outstanding wine and the organic manner in which it is cultivated.

Describe how you arrived at the final design
Andreas Tscheppe is a native of Glanz an der Weinstrasse, but it is not only he who is indigenous to the area - so too are insects and reptiles which, although endangered elsewhere, still thrive in Glanz because of his organic vinicultural methods. Besides showcasing the wine, the new labels also put the spotlight on this aspect of intact nature. The labels do this by means of a "high gloss highlight" printed onto the label. This also provides an interesting 'double entendre' in the German language - "Glanz", the name of the town, also has the meaning "gloss, sparkle, splendour" in German.

Give some indication of how successful the outcome was in the market
Since its implementation in June 2010, the new labels showcasing Tscheppe’s respect for nature have been presented at several wine fairs and exhibitions, where the approach generated considerable interest and won Tscheppe new customers.