Hungary has a long-standing tradition of winemaking, notably the famous dessert wine, Tokaji. But the country actually produces a wonderful and diverse range of wines and Wines of Hungary was set up to address the misconception. Wine marketing is fiercely competitive and we wanted to create an identity for this fairly late entrant to the market which would give it the stature and confidence to compete against the more well known national and regional agencies.
The new identity can be seen across all Wines of Hungary activities, from online to exhibitions and marketing communications campaigns, firmly positioning this important trade body on the international circuit.
We noticed that most of the wine marketing agencies used traditional national symbols and colours in their branding. We wanted to break with this norm and create something contemporary and modern which would invite reappraisal of Hungarian wines. We based the new brand identity around the 22 wine producing regions of Hungary – arranged in a composition that represents the ‘tipping point’ of a glass or bottle of wine being poured to taste. It is accompanied by a palette of unique colours to reflect the defining characteristics of each region based on their climate, heritage and traditions.
