| Title | CITY OF WINE |
| Brand | WEINBAU JOHANNES GRUBER |
| Product/Service | CITY OF WINE |
| Category |
D02. DRINKS |
|
Entrant Company
|
JUNG von MATT Vienna, AUSTRIA
|
|
Advertising Agency
|
JUNG von MATT Vienna, AUSTRIA
|
Credits
| Volkmar Weiss |
Jung Von Matt/Donau |
Chief Creative Officer |
| Volkmar Weiss |
Jung Von Matt/Donau |
Creative Director |
| Volkmar Weiss |
Jung Von Matt/Donau |
Art Director |
| Dietmar Voll |
Jung Von Matt/Donau |
Copywriter |
| Robert Schrotthofer |
Jung Von Matt/Donau |
Graphic Designer |
| Joerg Guenther |
Jung Von Matt/Donau |
Print Producer |
| Catharina Winding |
Jung Von Matt/Donau |
Account Supervisor |
| Johannes Gruber |
Weinbau Johannes Gruber |
Advertiser Supervisor |
Brief Explanation
Whilst searching for a new identity we liked one idea especially: We wanted to tell a story that would connect all the different wines whilst keeping their individuality.
The Brief
A small Austrian winery faced a simple problem: It shared the same surname with several vineyards nearby making their wines, apart from its taste, indistinguishable from those of all the other estates. They asked us to create a new name and brand identity.
How the final design was conceived
The solution was found whilst browsing a flea market: An adorable set of small wooden playhouses. Every little house told its own story, had its own identity and, brought together, built a whole little city: Weinstadt (German for City of Wine). Assigning the different wines to its homely counterpart proved to be surprisingly easy. The honourable “Grüner Veltliner” became the cities church, the lively “Gemischter Satz” the local tavern and so on.
Indication of how successful the outcome was in the market
We produced 15.000 Weinstadt-labels for Johannes Gruber's last years wine production. The newly designed labels gained a lot of attention: the Austrian wine-guide 'Falstaff' named him the winegrower with the most innovative labels and Johannes Gruber received a lot of requests for his wines due to the newly designed labels. People started buying a larger variety of his wines suggesting that they started to collect the whole “city” instead of individual wines.