Jidvei’s owner, one of the most competitive wine producers in Romania, decided to develop a new limited wine series designed to address a market segment well known for its general distrust towards the wine products: the night clubs/lounge bars arena.
Their client needed a unique packaging concept that would standout among the much shinier presence of beer, liqueurs and other spirits. The concept of the Mysterium wines has originated in the secret of their making. Blended from up to three hand-picked grape varieties, the making of each Mysterium bottle is a well kept oenological secret so that the final product shall be a mystery in itself, ready to be tasted and discovered. The story was translated into labels by choosing to reveal the wine’s mystery only in a special light. A labyrinth themed pattern was chosen as it was the perfect place to hide a secret and choosing gold foil would give the label a great texture in low-key illuminated places. Furthermore, they crafted a typeface that would blend seamlessly into the label’s labyrinth and silk screened the name with ultraviolet ink.
As for les connaiseurs, if one is intrigued by the taste, one will be pleased to discover that the grape varieties used in the wine blend are coded in an intuitive manner in the central part of the label. For the rest of us clubbers, there is a QR foiled in gold on the back.
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