Trs No. 5 & Matarouge - the First AR Wine Labels in Croatia
PRODUCT NAMING, BRAND STORY, LABEL DESIGN CREATIVE CONCEPT
Following the Enosophia winery rebranding I have done in collaboration with Bruketa&Žinić&Grey agency, the first two wines launched under the new brand are ‘Trs No. 5’ and ‘Matarouge’. These wines, in line with the brand strategy, aim to appeal to and educate young consumers and wine newbies. Both wines are also the very first wines in Croatia with an interactive label.
Trs No. 5
Graševina is the most widely cultivated grape variety in Croatia. Studies have revealed that one out of every five vines (referred to as 'trs' in Croatian) among the total number of individual vines in all the vineyards across Croatia belongs to this variety. This fact inspired the name of the wine, which is presented in the format of a classical music composition title.
By utilising augmented reality (AR), the mobile application scans the label of Trs No. 5 wine to play a specially composed piece of music designed to enhance the wine's flavour, as supported by research.
Matarouge
Matarouge wine is a rosé blend crafted from Frankovka (Blaufränkisch) and Pinot Noir grapes. The client takes great pride in the exact location of the vineyard, which bears the name 'Mataruga.' Consequently, the wine's name had to incorporate the vineyard's name. This particular rosé is designed to appeal to female consumers, and its name was chosen to reflect a feminine character. 'Matarouge' is a clever wordplay, combining the vineyard name 'Mataruga' with 'rouge,' which signifies both the red colour and lipstick.
Essentially, it translates to 'red wine from Mataruga vineyard,' embodying an educational aspect. Inspired by the 19th-century instrument known as a cyanometer, used to measure the various shades of the blue sky, the label of Matarouge wine features a gradient of pink hues. Each grape variety typically imparts a distinct rosé shade, so by scanning the label and selecting a specific shade of pink, one can explore different wine regions and learn about local grape varieties.
