The Austrian winemaker Judith Beck is known for wines that are described as unconventional, mysterious or dynamic and that “speak for themselves” in terms of taste. The objective was to find a packaging that is as unconventional and innovative as the wines itself.
Describe the creative idea (40% of vote)
The main idea is the integrated barcodes that lead to a dedicated website when being scanned with a smartphone. Each of the three label illustrations thus allows listening to special stories behind the wine. For example, the head shown in profile on the label triggers the story of Judith who had nothing to call her own until she started making her own wines, while the woman in traditional costume leads to an explanation of how the new “Koreaa” came about in the middle of Austria. The wines thus literally start talking.
Describe the execution (40% of vote)
The integrated barcodes lead to a dedicated website when being scanned with a smartphone. Each of the three label illustrations allows listening to special stories behind the wine. For example, the head shown in profile on the label triggers the story of Judith who had nothing to call her own until she started making her own wines, while the woman in traditional costume leads to an explanation of how the new “Koreaa” came about in the middle of Austria. The wines thus literally start talking.
List the results (20% of vote)
The whole packaging line was sold out very fast. More user than bottles sold used the website rebenreden.at and listen to our wines. Judith Beck’s self-speaking wines became the talk of town in Austria and around the globe.