It is not a secret that the Romania is famous for its home plum brandy (tuica) . Plenty of tourists come here every year to try this traditional beverage. Our task was to create a brand name, product logo, master label design and basic visual identity for the a variety of products.
True Romania: the Horezu Rooster
The distillery from Horezu was founded in 1870 by the Greek boyar – Sordonie. Cătălin Șoarece and his family carry on the tradition left in the 19th century in the commune of Stroiești. Sordony drinks are prepared according to a recipe inherited from the elderly, with a centuries-old tradition, with a gentle flame, distilled 100% in small batches of high quality.
Our task was to develop a brand name and the label design for the traditional plum brandy. It had to attract attention and make the product distinguishable within its range. Conceptually, the design solution had to bring the product closer to the “premium” category. At the same time, it was important to win the trust of the medium-segment consumers, whom the product targets.
- To create a unique and pronounced character and mood for the brand.
- To make the product distinguishable from its competitors.
- To attract attention to the product and facilitate a dialogue between the brand and the consumers.
- To preserve and convey Horezu culture and traditions.
Having analysed the competing products in the segment, we discovered that most of the producers prefer visual solutions that have become classical for this type of product: a soft texture, to evoke the feel of a natural and home-made product. The engraving-stylised illustrations create an impression of being transported into the past.
The top part of the label is dominated by the engraving illustration of the famous Horezu Rooster, the emblem of the Horezu, the symbol of victory, the victory of light over darkness.
Creating a home plum brandy isn’t a joke. Creating the label design isn’t either.
For every master, it is extremely important to leave a legacy, to ensure that their experience and knowledge are passed to future generations. While scientific minds record their legacy, Sordony creates it with his own hands. His legacy is the taste of the unique blend of home plum brandy; the taste that will be loved and remembered.
Label design: Țuică, Rachiu & Palincă
We were inspired by vintage book covers and print productions. The label combined several typographic compositions with conceptual texts to initiate communication with the customers. The combination of the dark satin backgrounds, the emboss creates a pleasant play of light, accentuating the rich flavour of the product and distinguishing it from its competitors. Despite the abundance of details, the composition of the label is perceived as a unified and harmonious pattern. The title is crafted in glossy varnish, while the rest of the label is printed matte.
Label design guidelines
Label design guidelines: to develop a universal layout that would be able to bring different alcohol products (Tuică, Rachiu & Palincă) under one line by the means of graphic design. The final product had to fit the mid-priced segment of the Romanian alcohol market. The line had to be adaptable to the potential increase in the product variety, so the label design also had to be easily adjustable.
The body label is divided into two parts. The first one establishes the mood of the label, the second contains all the technical information and background colour works as a color identifier of every category.
Long-term results and other certainties:
- The flexibility of the master packaging allows the continuation and expansion of the Sordony portfolio with new home brandy types.
- The final product was well-received by the target audience and quickly gained a stable position in the market. We were thus able to create a design that stands out on the store shelves and is easily distinguishable from its competitor
- Increased visibility on the shelf.
- The articulation of the philosophy on which the Sordony brand was built.
"It was exactly what we needed. What you did guys is exactly what we had to do right from the beginning. Now, everything can be seen on the bottle".