Cocoon
Blog
23/8/2017

Winemaking has existed in many cultures for centuries. People normally think of it as an art only for the older and wiser. However, a group of young people in Moravia are proving this stereotype wrong with the help of their newly-designed identity.

The members of Mladí Vinaři (Young Winemakers) association have the passion and life mission to create quality wine. They independently produce their own wines and gain important knowledge and feedback from each other. It’s important for any type of business or company to establish their values and discover the true, meaningful purpose of their existence before creating a logo. Therefore, our cooperation began with a workshop to help them find out who they are at a deeper level.

We dug deeply into Mladí Vinaři through exercises and assignments that were meant to bring out their identity. Finally, we settled on the fundamental values of youth, belonging, experience and Moravian winemaking. These helped to inspire the more specific brand attributes, character, tonality and, of course, the brand essence, which is “changing the Moravian wine industry”. It was at this moment that we were able to find a theme in Mladí Vinaři’s values and create design options to match them. We created three designs, all of which communicated the association’s youthful spirit and their desire to change and do things in new ways.

Mladí Vinaři chose a design proposal that accepts the older winemaking tradition while including a fun, young energy. The illustrations have a certain flair that seems ironic when compared to the industry norms. However, it is this type of image that truly reflects the core of Mladí Vinaři.

Smaller, local businesses can be just as exciting and challenging as the bigger names on the market. Working with Mladí Vinaři showed us that we always have more to learn about our passions and motivations. To truly know yourself is the best success anyone can ask for.

 

tags: Design brand positioining creative ideas brand strategy creativity wine
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