Mountain With Mountain Can’t Meet, Yet Everything Else is Doable -as the Greek Saying Goes
Exceptional wine often seems impossible. Cultivating first-class grapes and balanced blends is a painstaking process. Yet, with passion, dedication, & high technical expertise, it is possible since, as they say, “the power of love moves Mountains.” In Greece, a similar saying goes like this (roughly translated): “Mountain With Mountain can’t meet, yet everything else is doable.”
To launch this premium white blend wine, we borrowed a core part of the folk saying and used it for the label’s name: “Mountain With Mountain.”
Lidl, one of the most significant supermarket chains in Europe, needed to launch a premium white wine in the local market (Greece) following their strategy to upgrade their wine cellar image & scale their wine portfolio. The design brief required a final product that would stand out to attract consumers-wine lovers who don’t buy only following the best-price deals. At the same time, the look & feel should reflect an inclusive profile aligned with Lidl’s brand strategy—keywords: unique, mid-upper, local, and true to the product.
Like a mountain range, the custom-shaped label wraps around the bottle, providing stopping power. A name/title with storytelling attributes sets the base for the handmade illustrations to develop. Mountains & vineyards drawn with eye-catching strokes present the product’s roots & reflect its purity. Raw & detailed, natural & sophisticated: a balanced result similar to the delicate blend of the dry wine varieties.
Like a movie title or a book cover: the label sets a tone, creating an ambient vibe full of multi-dimensional connotations calling us to play and discover them. And isn’t it that exact same sense every sip of rare tasteful wine creates after all?
- Agency/Creative: Caparo DC
- Article Title: Packaging Design for Lidl Premium White Wine by Caparo DC
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Greece
- Agency/Creative City: Athens
- Market Region: Europe
- Project Deliverables: Illustration, Label Design, Packaging Design, Product Naming
- Format: Bottle, Box
- Substrate: Glass, Pulp Paper
- Industry: Food/Beverage
- Keywords: Caparo, Lidl, FMCG, Wine label, Wine packaging, Label design, Lidl, Consumer Goods, Beverage packaging, Alcohol packaging, Blend wine
Chief Creative Officer: Kostas Kaparos
Designer: Amalia Zachou
Designer: Dimitris Sarakis
Client: Lidl Hellas