Styria is one of the most beautiful wine regions in the world. But not only that: It’s an impressive cultural landscape with a culinary international standing. Here, self-confident, dedicated winemakers persistently cultivate extremely steep vineyards – all of it by hand and with great attention to detail. This is a tale that has to be told! That’s exactly where we come into the equation.
“Wine from Styria. Wine from the mountain. Made by hand, made with love.” The brand claim, new logo and visual world were created to get the story of the hard work in the Styrian vineyards across. After all, it’s manual work and individuality that make these wines so extraordinary! That and the unique diversity of the region. The new brand strategy perfectly mirrors this approach by picking up the zeitgeisty emotionality of the winemakers and their deep connection with the incredibly beautiful landscape.
In Styria, there aren’t two vineyards that are alike regarding their composition and climate. That’s why no winemaker gets around finding out what makes his or her vineyard so unique – before deciding how to make the most of it.
The new brand strategy perfectly mirrors this approach by picking up the zeitgeisty emotionality of the winemakers and their deep connection with the incredibly beautiful landscape.
Young, fresh “Gebietsweine”; “Ortsweine” with impressive terroirs; “Lagenweine” with structure and unmistakable singularity: the origin of Styrian wines matters more than the grape variety. The new system of provenance that was launched with the vintage of 2018 puts great emphasis on the manual work of the incredibly caring and responsible winemakers. It differentiates their work from industrial wine production and bundles the three Styrian Districtus Austriacus Controllatus regions (SüdsteiermarkDAC, Vulkanland SteiermarkDAC, WeststeiermarkDAC) under one common name. It clearly defines the cultural asset “Styrian wine” as a craft.
Interesting to know: The Styrian growing regions are the only DAC-regions in Austria that make a manual harvest of the grapes mandatory. This little fact alone clarifies that the Styrian system of provenance is not just a simple marketing tool. It was created for the protection of a cultural heritage.
Various campaigns round off our work for Styrian wine and turn it into a holistic experience: While expert audiences got to enjoy high-quality tastings and master classes in Munich, Berlin and Hamburg, end consumers could e.g. meet the winemakers and taste their Suavignon Blanc, Welschriesling and Schilchersekt at the Styrian wine festival “Küss die Hand” at Markthalle Neun in Berlin.
We are responsible for the brand strategy, CI, design and campaigns as well as the concept, organization and communication of the events.