Moncalvillo Meadery brings the commitment to create a gourmet mead to fruition, driven by three enthusiasts passionate about gastronomy, beekeeping, and oenology; the three pillars on which this project is based. The challenge was to create, through one of the first beverages discovered by mankind, mead, a brand that would synthesise and capture the philosophy that its promoters apply to their own lifestyle project: maximum respect for the environment (Sierra Moncalvillo), sustainability, and the lever of a committed gastronomy based in unpopulated areas as a narrative. The real challenge resided in encapsulating all these meanings in a brand which would explain the experience of delivering such a unique and authentic proposition to the consumer, seamlessly and without gimmicks.
To distinguish and highlight the fact that Moncalvillo Meadery produces a gastronomic mead, designed by and for haute cuisine and which as a brand embodies a truth: maximum respect for the environment. To create a packaging which, at the moment of consumption, helps to clearly identify what is on offer to the customer and one which pinpoints the area of origin of the honey and the processes involved. To reflect its producers’ commitment to the environment: Moncalvillo, sustainability, Rioja.
Mead, in the collective imagination, is associated with a medium-low quality product which is considered rather an “exotic” drink, due to references in the consumer’s mind (medieval atmosphere, Nordic drink…). Our proposal was primarily aimed at dispelling this mindset in order to offer a premium gourmet product.In order to distance ourselves from this positioning and to break away from these clichés, we opted to use the English name for the place where it is produced; turning to a very sober aesthetic in which the didactic layer predominates in order to inform and enlighten the consumer. Each of the meads is numbered for easy recognition, as well as providing information on origin and production. The use of 100% sustainable materials, such as wax sealing and paper from sustainable forests, further underlines the commitment and respect for the environment. Our proposal is based on minimum intervention; the absence of superfluous elements, keeping everything raw and natural – as in its origins. By sacrificing appeal, we allow the product and its origin to shine through.
The use of a classic, bold, and highly legible typeface serves to present the product naturally, in the starkest and most neutral way possible, allowing the content to shine through. Thus, the container serves its original function of helping to identify the basic characteristics of the beverage, together with its origin and provenance. We used a chromatic palette on off-white tones in which the details and the superimposition of layers in black and gold give the label a Premium value which serves to highlight and underpin the focus behind its creation: that of a drink to accompany haute cuisine. A unique packaging which encapsulates the essence of a brand and of a drink which is destined to become emblematic and a gastronomic benchmark.
All materials used are based on the premise of being environmentally friendly and easily recyclable. Stamping serves to reinforce the product’s Premium nature. Papers sourced from responsibly managed forests provide physical and emotional texture which ensure this mead transcends and reflects the commitment and purpose of its producers.The case in which it is presented is made of recycled kraft paper, which further accentuates the effort to ensure the rawness, authenticity, and naturalness of all the components.
- Agency/Creative: TSMGO
- Article Title: Moncalvillo Meadery: Three Passions, One Unique Adventure
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Spain
- Agency/Creative City: TSMGO
- Market Region: Europe
- Project Deliverables: Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: gastronomy