Work
СВИЩОВСКА ЛОЗНИЦА
SERVICES:
CONCEPT
CREATIVE DIRECTION
PACKAGING DESIGN
PHOTOGRAPHY
MARKETING COMMUNICATIONS
CATEGORY:
FMCG SPIRITS
CLIENT:
VINPROM SVISHTOV
THANKS:
ANTONIA GLASKOVA
SOFIA ZASHEVA
The Bulgarian national drink - Rakia has been made for more than 10 centuries. Early documents from more volatile times talk about “...the defense of the city was entrusted to strong, healthy Bulgarians “with mustaches” that before battle drank rakia and so became invincible”. More recently, Rakia has become essential for Bulgarian culture - accompanying every life occasion - births, weddings, funerals.
Aspects
To launch a commercial Rakia brand in Bulgaria is a lot of pressure for a producer due to the impression that industrial production diminishes the intimate connection between the maker and the drink. Predominantly, people drink homemade and everyone takes pride in making it - working the fertile land, selecting the best grapes and achieving the greatest purity.
Prospects
The producer limited the production quantity to 10000 bottles and we chose the right symbols to show careful selection and purity - golden vines, handmade paper and transparent leaf. We reassured the doubtful eye of the Bulgarian consumer and it was sold out in 8 days.
