Cultivating deeply flavourful grapes and transforming them into balanced, unique wines is a difficult process that requires great effort. Nevertheless, this becomes possible with passion, dedication, and technical expertise. As they say “The power of love moves mountains”. In Greece, a similar saying goes like this (roughly translated): “Mountain with mountain can’t meet, yet everything else is doable.”
Athens-based Caparo design agency created a custom-shaped label, borrowing a core part of the folk saying: “MOUNTAIN with MOUNTAIN.” Lidl Hellas needed to launch a premium white wine in the local market (Greece) following their strategy to upgrade their wine cellar image and scale their wine portfolio.
Like a mountain range, the label wraps around the bottle, while its name creates a storytelling base for the handmade illustrations to develop. Mountains and vineyards drawn with eye-catching strokes present the product’s roots and reflect its purity. Raw and detailed, natural and sophisticated: a balanced result similar to the delicate blend of the dry wine varieties. As the design team describes, “Like a movie title or a book cover, the label sets a tone, creating an ambient vibe full of multi-dimensional connotations calling us to play and discover them”.