TREI CRAI

• CLIENT

  Equinox

• TASK

  Comprehensive branding: brand concept development / brand design / label design

• SOLUTION

  Within the framework of this project, the agency acted as a brand developer, expanding the product line of EQUINOX trademark based on the brand’s unified style. The agency was required to convey the “spirit” of the new blended wine from the iconic winemaker, creating a special visual content fully reflecting the unique nature of the product.

  The visual solution developed by the agency specialists is designed in the unified style characteristic of the brand. At the same time, certain innovations were introduced to make the product truly recognizable in the market.

  The manufacturer suggested the name Trei Crai. “The Three Kings, also referred to as the Magi are Melchior, Caspar, and Balthazar; these are the names of the Wise Men (Magi) who brought gifts to Jesus after his birth. The Gospel does not mention their names or royal dignity; this tradition originated in the Middle Ages.”

  
  Thus, a medieval legend of the Three Magi (Kings) was originally incorporated into the product concept. There were several reasons for this choice. On the one hand, this is a premium wine, and the name emphasizes its status. On the other hand, it is a blended wine made of three grape varieties: Merlot, Cabernet Sauvignon, and Malbec, therefore, the name fully reflects the “royal spirit” of the wine.
  The agency specialists turned this name to advantage by offering an elegant and appropriate graphic solution. It was decided not to use the religious subject or reflect the legend on the label clearly or obviously. We turned away from trivial variants towards expressive graphic solutions appropriate for positioning such a premium brand as Equinox and the markets where the wine would be sold.
  The result of this work is a laconic design in the overall style of the brand. Prominent elements, recognizable features, and obviously perceivable “spirit” of the wine – all of these are reflected in Trei Crai wine branding by ShumiLoveDesign.

   

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