Budureasca Clasic
The everyday range, redrawn around a ritual of joy
Budureasca is an award-winning winery of the Dealu Mare appellation, with a modern cellar, a decorated oenologist and a generous portfolio of ranges. The wine was ahead of the brand: the quality in the bottle had outgrown the labels that introduced Budureasca to most shoppers, and the house set out to close that gap. Brandient was engaged across a five-year relationship to do it range by range, and the first task was to give the house a single idea to design against rather than a set of unrelated decisions taken one bottle at a time.
That idea was the Ritual of Perpetual Joy. The strategic conviction behind it was that Budureasca should speak less about the wine itself — its terroir, its heritage, its method — and more about how the wine makes the person drinking it feel. In a category where wine brands spend little on media and most of the buying choice is made at the shelf, the label is the advertising; what it promises emotionally, before a single tasting note is read, is what wins or loses the sale. The Ritual of Perpetual Joy gave every subsequent design decision a business question to answer: does this make the everyday choice feel like a pleasure worth repeating?
The Clasic range was where that question was most exposed. Clasic is Budureasca’s accessible, everyday tier — DOC Dealu Mare wines across Rosé, Chardonnay, Fetească Regală and Fetească Neagră — and as the entry range it carried the heaviest commercial weight, deserving a signal to match. Brandient renamed it Clasic and rebuilt it as a masterpack: one coherent label system, anchored to the brand idea and endorsed by the Budureasca house, so that the whole range reads as part of one confident producer. The naming and the shared system do the architectural work, telling the buyer at a glance that this is the everyday face of a serious winery, not a commodity that happens to share a name.
The result carried the everyday tier into the same world of feeling as the rest of the portfolio. The range now reads as a well-made, recognizable member of the Budureasca family — carrying the house’s stature to where most shoppers actually meet it, and giving the winery an entry tier that earns trust at the shelf.
Client:
Viile Budureasca
Industry:
Food and Beverages
Project type:
Rebranding — Range Redesign
Date:
2018
Services:
Brand Strategy and Positioning, Brand Name, Narratives and Voice, Masterpack and Label Design
Other featured projects
News radar
Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.
Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.
Brandient Radar is a select and non-intrusive, low-volume newsletter.
Follow our flight path — sign up for our Radar newsletter today!
get in touch
Client? contact us
5 Mendeleev Street, 3rd floor,
Bucharest 010361
Expert? Join Us
Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.
Please submit your cover letter and relevant credentials:
Click to e-mail Brandient Careers.
friend? follow us
Copyright © Brandient 2002–2026. All Rights Reserved.