Case Study

Fulg de Vară / The first aristocratic wine from Romania

Visual identity Package design

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Context
Although Romania is a country with a long tradition in vinification, during the post communist period, Romania
only launched mass market wines, with a low real quality, when compared to import wines from Italy, France,
United States, etc.

This fact led to the development of a premium wine segment – entirely owned by foreign wine producers – a
segment with an incredible growth rate, but completely untapped by the Romanian producers.

Foreseeing the potential of the Romanian authentic wines, Ciprian Stancu, a young and passionate enologist,
dares to relight the flame of Romanian pride in enology, and decides to create a limited series wine brand, to
blaze the trail towards Romanian wine aristocracy.

Challenge
Ciprian Stancu addressed BrandTailors with the desire to create a brand, which would offer the passionate wine
drinkers, the possibility to acquire each year, a limited series white wine from the best vintage of the previous
year.

BrandTailors had to take into account the fact that this brand, without competitors among local producers, had
to be a luxury one, sold at about 30 euro a bottle, only to the selected customers registered on Ciprian
Stancu’s connoisseurs list and also to a selection of 10 of the best elite restaurants in Bucharest.

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Solution
To start the brand creation process, it was not enough for BrandTailors to know that the 2007 limited edition,
which only contains 2.707 bottles, was created by the German specialist Oliver Bauer at the Stirbey cellar from
2006 vintage of Tămâioasă Românească at the Știrbey estate.

Thus, the consultants had to delve deeper into the product, in order to identify unique attributes worthy of a
powerful brand promise: the exuberant and refreshing savor of fresh fruit, covered in summer morning dew. A
savor this special can only come into being paired with exquisite fish fillets and the mild warmth of white sauces
lingering on tasty chicken pieces.

It is this concept that formed the basis of the brand positioning and the inspiration for an extremely romantic
name: Fulg De Vară (En. Summer Snowflake). Out of the desire to beautifully stage and leave enough room for
such a powerful name, the visual identity and the packaging concept were created in a minimalist but expressive
manner, out of only two colors (black and silver), which add the distinction note.

The graphic symbol was chosen to suggest the controlled origin of the product. All this creative process,
transposed over the warm transparency of the wine, entrapped in earth-green bottles, completes the passion
behind Ciprian Stancu’s bold initiative.

Contribution
Brand strategy and naming - Andreea Lupu
Graphic concept and development - Adrian Stănculeţ
Project management - Roxana Iancu
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in September 2007.

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