Domeniul Coroanei Segarcea

THE ONE OF A KIND STORY

The vineyard Domeniul Coroanei (“Crown Estate”) Segarcea was founded by King Carol I of Romania in 1884. Situated on the “golden latitude”, same as Bordeaux and Piemonte, the estate has seen more than a century of turbulent and disruptive history, from the fabulous royal beginnings and throughout the communist neglect and humiliation. But in 2002 the clock started to tick again for this unique winery, when the new owners—a couple of entrepreneurs in deep love and respect with the land of Segarcea, the wine, and the history—Cornelia and Mihai Anghel, decided to invest heavily in the restoration of the domain, to give back its former glory. They set out patiently to produce and create not only exquisite, unique wines, but also innovative and modern brands.

Domeniul Coroanei wines are highly ranking and multi-awarded at prestigious international wine competitions, and probably the most commendable representative of the new Romanian wines. In 2010, the Domain became purveyor to the Royal House of Romania—reinstating its ancient tradition.

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Minima Moralia

THE TRUTH IS IN THE EYES OF THE BEHOLDER

In 2012, Domeniul Coroanei Segarcea decided to group some of the best blends of the vineyard in a collection with a strong character, that would match and reflect six fundamental human values: Honor, Gratitude, Devotion, Hope, Honesty and Respect. The name Minima Moralia—borrowed from the philosophers’ realm—brings the six values together.

There is truth in wine, the saying goes, and also in the peoples’ eyes—this was the insight that lead to the creation of the wine’s identity. Plus our creative director Cristian ‘Kit’ Paul’s obsession over the soul-touching merit of photography.

The packaging depicts real people with an archetypal visual character, explored through the unique detail, texture and bokeh of wet plate photography (collodion and tintype)— an old technique kept alive by aficionados. Thus, three photographers—Michael Shindler (San Francisco), Alex Timmermans (The Netherlands) and Bernt Nielsen (Norway)—joined our endeavor and provided the magnificent pictures we embedded in the identity. The model of the Gratitude picture was the respective artist’s father, who sadly passed away shortly.

The brand was successfully launched internationally in 2012 at the top class Hong Kong International Wine & Spirits Fair and has gathered so far 14 international awards. A special launch on the Romanian market was celebrated in the CEC Palace in December 2012.

 
 



Aneta Bogdan explaining the Minima Moralia rebranding process
Minima Moralia event decorationEvent guests