Wine Reimagined

Background

Oriachovitza, a family-owned winery with deep roots in Bulgarian winemaking, has unveiled an innovative new wine brand: UNUSUAL. Known for its commitment to blending tradition with modernity, Oriachovitza is stepping boldly into the future with this release. The winery, located near Stara Zagora and originally built in 1935 by an Austrian architect, is renowned for its premium wines and innovative winemaking techniques. UNUSUAL embodies the spirit of reinvention, celebrating wines crafted with non-traditional methods to challenge expectations and redefine excellence.
Design Thinking

The UNUSUAL brand presented a unique creative challenge: to visually encapsulate the groundbreaking techniques used in its production. For example, the Aligote and Syrah & Viognier wines are aged in a Wine Globe vessel, a cutting-edge approach rarely seen in the industry. The design needed to convey this sense of novelty while remaining premium and sophisticated. The result is a contemporary label that captures the essence of modern winemaking, paired with a brand slogan that declares its mission: Wine Reimagined.
At the heart of the brand identity is the UNUSUAL logo, an all-caps design where the “U” and “N” letters cleverly resemble the silhouettes of wine bottles. Each bottle is adorned with vibrant, hotfoil-stamped caps, creating a striking visual interplay between form and color. This sophisticated yet playful logo is elevated with solid outlines of high-build raised varnish, adding a tactile dimension that reinforces the brand’s innovative approach.

Challenges

Crafting the label for UNUSUAL required meticulous attention to detail, especially in achieving the distinctive custom die-cut design. The label features an array of rectangular openings and embossings that create depth and intrigue, reflecting the brand’s modern and unconventional ethos.
Another technical feat was combining the front and back labels into a single seamless piece, ensuring a clean, uninterrupted aesthetic. The label wraps around a solid burgundy-style bottle, previously used for the prestigious Gaetan wine tier. Topped with a solid silver capsule with warm, elegant hues, the overall packaging exudes sophistication and innovation.
Dagaprint, the trusted printing partner, played a vital role in realizing this vision. Their expertise in premium label printing ensured flawless execution of intricate elements, from the die-cutting to the vibrant hotfoil and raised varnish details.
Favorite Details

Several design elements make UNUSUAL stand out. The bottle silhouette-inspired logo is a highlight, capturing the playful yet refined personality of the brand. The bold use of hotfoil stamping and raised varnish creates a visual and tactile experience that immediately draws attention. The custom die-cut design, with its precise rectangular openings, adds an element of curiosity, inviting consumers to explore the story behind the wine.
The unified label design—merging front and back—offers a sleek and contemporary presentation, emphasizing the seamless integration of tradition and innovation. Finally, the slogan, Wine Reimagined, ties the entire concept together, delivering a powerful message about breaking conventions in winemaking.

Conclusion

UNUSUAL is more than a wine brand; it’s a celebration of creativity, modernity, and innovation. From the wines themselves—crafted using pioneering techniques—to the bold and sophisticated label design, every detail embodies the brand’s commitment to redefining premium wine. Whether it’s the striking logo, the tactile label, or the forward-thinking winemaking process, UNUSUAL stands as a testament to Oriachovitza’s dedication to pushing boundaries. Wine Reimagined is not just a slogan—it’s a promise fulfilled with every bottle.