The Business Challenge
The challenge that Senator Wine brought us was to maintain in the construction of the brand a balance between traditionalist elements, with which the consumer associates a quality wine, and elements that reveal the organic origin of the product. A balance between arousing the curiosity of still uneducated consumers about organic wines and the need for differentiation in a landscape dominated by wines that bear the traditional name of the vineyard or are “ennobled” by joining noble titles or insignia (Chateaux, Prince, etc.).
Our approach
An authentic story is a story that easily opens a conversation in a new space, in our case in the category of organic wines. Thus, the strategy we approached was to discover the authentic story, which confirms the ecological origin of the product, which we translate into the construction of the product brand.
Branding solution
An authentic brand has an authentic story behind it
We visited the vineyard in Insurați, where the grapes come from, and talked with the locals to discover the story of the place and what are the elements that characterize it. Thus, we discovered that the dropia is a symbol for the community and for the region, and that the disappearance of this majestic bird was due to intensive agriculture, carried out many years ago. That is why we considered this symbol a suggestive metaphor, given that the current vineyard is cultivated and maintained in ecological conditions, with respect for the land and for a consumer in search of organic wine.
Brand name inspired by the story of a special place
We also expressed the story by name, starting from the Latin word “hereditas”. Hereditas is about living in harmony with nature and leaving behind a balanced natural setting. When nature is protected, it is in turn generous with us and gives rise to unique things, like dropia or Hereditas wine.
Premium by name and design
We supported the premium positioning of the product through both the name and the label design, using the dropsy symbol and building an authentic, local landscape in stylish touches and colors.
