The Story: Chateau Selian d’Ur is an imaginary wine brand I created many many years ago – this is how I call my summer house near my hometown Varna. I used a lot of self-irony in this name as I wanted to sound like a serious French chateau and at the same time, there was nothing serious in the whole thing because the property is located in a humble village and there are no more than 30-40 people around including the dogs and the cats. That’s why I called it Selian d’Ur. ‘Seliandur’ in Bulgarian is a word for a peasant with a certain behavior absolutely opposite to one possessed by a true gentleman. So its a play of words and meanings as I wanted to show that there is nothing special around my property and make it look like something absolutely prestigious at the same time.

The Label: The label uses very elegant heart-shape. At the top if there is a golden gate with floral motifs, rich of elegant refined details.
Some of the leaves are white and they make the whole picture even more detailed, complicated and interesting. All those white leaves are printed with high build transparent varnish so when you get the bottle in your hands, you see them embossed.
The title is positioned in the center of the label printed with same high build varnish against very calm and mild warm gray color.
The paper is very special here – Tyvek by Fasson, Avery Dennison. It has very authentic finish as if it was made of textile fibers. Their presence is enhanced by the gray backgrounds and they became even more noticeable.

The Project: And there is another story about this private label wine brand creation. Avery Dennison invited me to participate with a new label design in one of their envelopes that demonstrate one of their paper materials in use. This time it was their amazing Tyvek Paper – I will speak about it below. I was wondering for a while what exactly to create for my friend and I quickly decided to do a new design for my Chateau Selian d’Ur private label. I thought this was a good way to create something really interesting and at the same time to bring to life the idea for my Chateau. When I received the printed labels I was really surprised by the result – they looked amazing, far beyond than what I had imagined. Then I decided to apply them on different bottles and do a photoshoot and publish it on my website. Though being imaginary this private label wine brand creation looked so real, classy and authentic to me that had no doubt I should never miss the chance to show it to my fans and friends.