„Labara“ is a small winery located in Georgia, Imereti region. The name of the brand is ancient Georgian word and
it means sunny place.
By the naming and its meaning winery did a groundwork for us, so we had to take over and continue brand construction
to find a perfect outcome.
We did not go far and invented a story whose protagonist is a character, named Sun Man (which is an metaphorical representation of brand). Sun Man is respectable middle aged chap who is always smartly dressed, listens to jazz and is always in the centre of attention. Everyone wants to be with him because they become part of his world. He is a shinning sun and everything and everyone revolves around him.
To depict a story, we created a custom-made illustration where our hero is surrounded by his friends in a fancy tavern. His friends – all with different backgrounds and interests – Georgian man dressed in national costume (thus emphasizing origin of wine), Afro-American saxophone player, (highlighting Sun Man’s musical taste), a successful elderly man (pointing out our protagonists status) and a lady who is in love with Sun Man. Black and white style of the Illustration, characters and composition underline Sun Man’s diverse nature and once more show that everything revolves around the shinning sun.
To complete design, we created a custom-made wordmark which combines classic and contemporary style and is as sophisticated as our lead character.
The combination of these elements positions brand as a central player on the market as the Sun man itself. While drinking Labara wine every customer becomes a part of the brand story. Let’s confess we all want to be a main character of our stories so let’s cheer for our and endeavours.
- Agency/Creative: Kollektiv
- Article Title: Packaging and Identity for Labara Winery
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Georgia
- Agency/Creative City: Kollektiv/Tbilisi
- Market Region: Global
- Project Deliverables: Brand Design, Brand Identity, Illustration, Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: Packaging, packaging design, Identity, branding, art direction, illustration, label design, brand design, graphic design, wine,
Graphic Designer/ Illustrator: Tata Megrelishvili
3D Animation: Rhea Mamatsashvili
Art Director: Giorgi Kalmakhelidze
Creator/Art director: Buba Radiani