Packaging Europe
Leila gets Egyptian design by CLTG
Leila is the first rosé from the Gianaclis Domain that enlarges the range of red and white wines of high quality, grown, vinified and bottled at the domain in the Nile Delta.
Wine has always been part of the ancient Egypt culture, as proved by the frescoes in many funeral chapels, which describe the harvest, wine making and amphorae bottling. Thus, not that long ago, thanks to Nestor Gianaclis, founder of the domain in 1822, Egypt revived the ancient wine tradition.
Taken over by Heineken International in 2002, the Gianaclis domain is a trademark in full rebirth that is embodied in an ambitious quality policy to restore the prestige this estate had during the first half of the twentieth century.
With Leila there is no nostalgia for the prewar era wine. Indeed, it is a very contemporary wine we are talking about. Simple, fresh, easy to drink, it is for the Egyptian youth of today, which is proud of its identity but knows how to stay cosmopolitan and open to the world.
How is it possible for this wine to satisfy the expectations of young Egyptians? Heineken addresses this question to CLTG, a design agency that has a strong brand culture in France and abroad, in order to design the meeting of the Arab world with the Western one.
The answer comes with a bilingual label whose expressiveness is based solely on graphics and the aesthetic qualities of the two fonts in a deliberately minimalist frame, with the choice of an intense black that enhances the color and transparency of the wine.
There is only one contrast with the words vintage and rosé. The quality label of the Gianaclis Domain had to be clearly evident with the same type of signature, in Arabic and French, on a second label, in a silver background that echoes that of the neck.
CLTG has adapted to this new Egyptian market, and has made this vintage product a contemporary one. Leila has just been presented in preview at the London International Wine Fair.
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