Domano - Wines of Deep Roots
BRAND STRATEGY, VERBAL IDENTITY, TAGLINE
ANALISYS
Commissioned by the Bruketa&Žinić&Grey agency, I have developed the brand strategy and verbal identity of the winery in Herzegovina. The task was to create a new wine brand and contribute to establishing Herzegovina as an unfairly neglected but undeniably high-quality wine region. The cultivation of grape and wine culture in this region dates back to ancient times, a fact substantiated by Roman artefacts and archaeological discoveries nearby. The place called Domanovići was first mentioned in the early 15th century under the name Rečice, later acquiring its name from Doman, the forefather of the region.
The local inhabitants were primarily engaged in agriculture and winemaking, which led to the creation of the Žilavka grape variety. Although Žilavka is the most important grape variety in Herzegovina, it has steadily lost its significance and reputation over the past thirty years. It is a grape variety that thrives exclusively in Herzegovina, known for its often inhospitable terrain for vegetation. Such rugged landscapes, rich in stones and scarce in soil, challenge plants to be hardy and resilient. To survive, they are compelled to develop deep roots that tap into generous layers and the flows of subterranean rivers.
BRAND POSITIONING
The brand attributes resilient and deep stem from a complex history and natural environment, resulting in resilient people and plants. In the context of the brand, resilient also refers to the significant journey that the winery and Herzegovina must undertake to establish themselves as a wine region.
This journey demands persistence and a commitment to maintaining high standards. The brand attribute luxurious primarily applies to the flagship brand and wine selection. If the goal is to make Žilavka a globally recognized variety, it must be treated as the best wine right from the start and set the standard for the whole wine region.
IMPLEMENTATION
The brand name Domano Wines refers to the winery's location (Domanovići) with a historical reference to the area. This approach utilises geographical and historical motifs in brand creation. The slogan Wines with Deep Roots captures both the winemaker's heritage and the challenging terroir, emphasising the winemaker's rich family history in the region and the vine's ability to adapt and thrive in the harsh, rocky soil by developing extensive root systems.
