Evampelos Ghi Winery Philoctetes Wine Labels Rebranding
The winery was founded in 2000 in Domokos of the Prefecture of Fthiotida in central Greece in 2000. In 20 years, through global wine distinctions, and quality continuity the winery has established a recognisable and important presence in the market.
In 2020, we undertook the overall rebranding of the winery, which included the logo, the corporate identity and its various applications, the redesign of all labels for all varieties of its wines and the design and nomenclature for a new Premium label.
We redesigned the series of labels, Philoktitis, which consists of 3 varieties (Red, Rose and White), with the capital letter F as the central element. Philoktitis is mentioned in both the Odyssey and the Iliad as an excellent archer holding the bow and arrows of the semi-god Hercules. Philoctetes is mentioned asbitten by a poisonous snake, the wound of which Asclepius healed with red wine.
The Philoktitis series, although holding distinctions in wine tasting competitions and having an established consumer audience, required a strong rebranding in accordance with the excellent quality of its wines. In order to make a smooth transition from the initial label to the new, we kept as a central focal element the Greek typographic character Φ which was redesigned along with the label, in a new minimal label giving enough air and free space, thus directing the viewer at the dominant symbol Φ, which stands in the centre as a target for Philoktitis arrows.
Each label was printed with a separate Pantone color, depending on the variety and the typographic character Φ was printed in gold oil emboss in red, pink and gold hues, giving clear differentiation and visual recognition of the varieties and creating brand coherence throughout the whole of the series. Information and typographic elements were placed vertically, leaving the display frontal label free of secondary information and making the three labels distinct compared to the competing labels at the points of sale.
- Agency/Creative: deworks.co / Demetrios Tzavaras
- Project Type: Packaging
- Organisation / Project Status: Freelance, Published Commercial Design
- Location: Greece
- Article Title: Evampelos Ghi Winery Philoctetes Wine Labels Rebranding
- Market Region: Global
- Project Deliverables: Brand Architecture, Brand Experience, Brand Identity, Brand Redesign, Brand Refinement, Brand Strategy, Branding, Graphic Design, Identity System, Packaging Design, Rebranding, Research, Tone of Voice
- Format: Bottle
- Substrate: Glass, Pulp Paper