Agency: Out To Lunch
Creative Director: Anna Stylianaki
Art Director / Illustrator: Tasos Georgiou
Account Director: Irini Sohoriti
Project Type: Produced
Client: Domaine Hatzimichalis
Product Launch Location: Europe
Packaging Contents: Wine
Packaging Substrate / Materials: Glass
Printing Process: Foil Stamping
Label design for the flagship Hatzimichalis Estate wine brand, Kapnias: an aromatic, rich, complex and authentic Chardonnay and a full, perfectly balanced, intense personality Cabernet. The design solution came from the name itself, which was inspired by ancient descriptions of the "kapnias vine" by Theofrastos and Aristotle, the same root of the Greek word for smoke, and an element which happens to also be part of the taste characteristics.
The challenge was rejuvenating the brand in a way that does justice to its heritage and top-quality reputation - finding the right balance between being contemporary and timeless. The minimal yet classy label design approach chosen manages to do just that: it definitely belongs to today, maintains a link with yesterday and will probably have no trouble being part of tomorrow.