红点品牌与传达设计大奖

LIDL Retsina Wine

Retsina葡萄酒至今已有2000多年的历史。许久之前,它就已经是古希腊人的最爱,现在仍然是希腊最受欢迎的葡萄酒之一,但这一品牌因为其悠久的历史,而被年轻一代认为是传统老派而渐渐失去了年轻客户群。为了给年轻群体带来耳目一新的感觉,葡萄酒标签和插图的全新设计采用了传统节日中人与自然融合的愉快场景,每个希腊人,无论老少,都可以感同身受。这些图像展现了永恒经典的天真与纯粹,通过借鉴古希腊节日中对酒神狄俄尼索斯的庆祝活动和将希腊文化发扬世界的现代画家的形象,将Retsina的悠久历史连接到今天。这些图案展示了抽象的葡萄藤和葡萄,以及琵琶演奏者和舞蹈的画面,唤起了强烈的希腊节日仪式感和共鸣,在这些传统节日里大家总是在户外庆祝活动,人们牵着手喝酒、跳传统舞蹈。

Retsina wine has more than 2,000 years of history. Already a folk’s favourite in ancient Greece, it continues to be one of the most popular wines in the country, although it seems to lose connection with the younger generations who view it as old-fashioned. For the reintroduction, the design of the wine labels and illustrations takes up the almost euphoric union between people and nature at traditional festivals, which every Greek can relate to, no matter their age. The imagery showcases a timelessly naive style that bridges the long history of Retsina from antiquity to the present by drawing on imagery from ancient Greek festivities for Dionysus and modern painters who have made Greek culture famous around the world. Showing abstract vines and grapes, as well as typical lute players and dances, the motifs evoke a strong sense of Greek festivals, which are always outdoor celebrations and where people drink and dance traditional dances while holding hands.

客户Client:
LIDL HELLAS, Thessaloniki, Greece希腊
设计Design:
Caparo, Athens, Greece希腊

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