Recently, a friend of mine, Dimitar from ApolloWine, broached a topic, which is a question of present interest and accents on the evolved label of the Bulgarian wine.
You can read the whole article HERE.
I totally agree with him! As the Bulgarian wine production has improved in the recent years, and it should if it wants to compete on the international wine market, so has the vision and package become better looking. A label typical for the past communist times, that of a wine called “Bear’s Blood”, is hard to find anymore. The credits go to Jordan Zhelev and Stefan Gyonev, designers of wine labels in Bulgaria.
Now, the producers try to present their wines better. They admit that many new customers are drawn by the wine label and/ or the shape of the bottle. Whether it would be an extravagant and easy-reading label (easy for the mass consumer to understand) or distinguished and possibly a little complicated (appreciated mostly by wine connoisseurs) is up to the marketing department. Moreover, I cannot hide my frustration with the fact that in a very typical Balkan-orienthal style, we have gone overboard with the modernization of some wines- many now resemble the look of vodka, whiskey, beer or even go as far as a shampoo and are respectively advertised by shiny dolls (with hair extensions and duck lips) on billboards and buildings. My apologies to the colleagues from INSEEC! NO FURTHER COMMENT!
I find it necessary here to point to the contrast with the world of the traditional wine makers and their marketing efforts; this cannot be overlooked – somеbody would ask why most of the French, Italian and German wine labels do not change, keep the same traditional look with gothic letters, maybe only a little stylised?! All that is because of the centuries – old traditions in winemaking in those countries and specific regions, plus well established wines on the world market – things that still do not exist in Bulgaria. I wouldn’t go that far in discussing the Bulgarian wine regions and how and where certain producers buy grapes from.
Obviously, there are more and more wine producers emerging in Bulgaria, but I believe a man is born creative enough and well able to make something new and different, if they want it badly enough. However, it is always easier to copy & paste something that already exists. It depends on the mentality of the winery owner or marketing manager and how they want to present themselves, plus the message they want to deliver.
0My personal opinion is that a man can be inspired from a logo, crest, sign, and still exhibit creativity, developing the idea, using his imagination, and in doing so respect the inspiration (inspirer), rather than duplicating it all. This would likely save them much embarrassment, long letters exchanged between lawyers of big world renowned brands and sarcastic notes like: “Look there is a Masseto here! Oh, I’m sorry. They just copied the label”, or “I would like to order a bottle of Angelus, but the Bulgarian one, not that French with that bell on the label”, etc.
Sounds very idealistic, doesn’t it…?!