With its newest generational change the freshly renamed winery Laurentiushof faces some challenges: The aim is to reach a new and younger target group without losing the loyal regular customers.
To increase its recognition value, the vineyard wants to rename. The new name Laurentiushof meets the demands and adds local connection.
The clear word mark reveals an iconic wnie glas built from the letters U and T. This glas is also used separately as a signet.
The brand relaunch includes a restructurng of the product range. Instead of the previous uniform labels for all bottles, the wines are now offered in different product lines. The balanced range provides better orientation for the customer and scope in pricing.
The packaging was awarded "Best Packaging B2C" at the 2019 German Agency Award and an Honorable Mention at International Design Award (IDA) 2019.
The House Line covers the largest selection of wines and represents the winery’s core. Illustrations of regional birds alongside with funny texts stand as mascots for wine as a product of nature and are a great recognition factor.
The "Meenzer Domsgickel" opens up the Regional Line as well as access to the souvenir market. This special bird sits atop the Cathedral in Mainz and is a beloved landmark of the town. People looking for an authenic gift from Mainz gladly pick this corresponding regional wine.
In the meantime, the likable birds have become irreplaceable in the complete corporate design of the winery.
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