OBJECTIVE
Creation of a new wine series for the IMPRESARIO brand, previously also developed by the agency. The series needed an original name and design that would make it stand out on the shelf among other wines in the mid-price segment.
APPROACH
IMPRESARIO is a négociant wine brand, whose concept revolves around creating wines according to the vision of their creators. This involves selecting the appropriate terroir, wine materials, and applying signature production techniques.
The new series was conceived as a “sub-brand” under the authors of IMPRESARIO wines, created under their guidance. It offers a broader consumer audience the opportunity to engage with the values of the “parent” brand.
SOLUTION
The concept of a “sub-brand” series inspired both the name and the core idea of the series. If IMPRESARIO represents the one who nurtures talents, it was logical for the new series to symbolize the talents being directly nurtured.
The name PROTÉGÉ is concise and fully conveys the concept of the sub-brand — a wine series created under the guidance of the creative parent brand.
The PROTÉGÉ logo largely determined the direction of the product design.
Subtle vintage elements, reflecting a commitment to tradition, along with visual cues emphasizing attention to detail, symbolize the product’s quality.
DESIGN
The label design humanizes the product, shaping an image where tradition and experimentation, creativity and conservatism, coexist in natural harmony.
Not least, the expressive design continues the thread of personalization established in the IMPRESARIO brand identity.
