Budureasca Exuberant
Personalizable, event-ready labels for a demi-sweet range.
Budureasca is one of Romania’s serious modern wineries, working the Dealu Mare hills under the DOC Dealu Mare appellation with an award-laden cellar and a highly decorated oenologist. By 2018 it faced the moment every quality-first winery reaches: the wine had moved ahead of the brand. The cellar made genuinely premium, award-winning wine, and the accessible ranges — the company’s broadest point of contact with the consumer, decided at the shelf where a wine is actually chosen — deserved labels that carried that same quality and let the everyday tiers borrow the stature the wine had already earned.
Brandient was brought in to clarify the Budureasca brand and the architecture beneath it, then to make each range earn its place. The governing idea was to stop talking about the wine and start speaking to how the wine makes the drinker feel — a ritual of joy rather than another recital of heritage and terroir. That pivot mattered most precisely at the shelf: an affordable, fruit-forward range has to sell itself in the moment, rather than from the reputation of the cellar.
Exuberant was that range — Budureasca’s demi-sweet tier, endorsed by the producer brand and built for the everyday celebration. It is a small family of three: a pale-gold white from noble grapes grown in the Budureasca vineyards, a rosé carefully pressed from red grapes to hold its color and its primary fruit, and a full red blend descended from the Cabernet Sauvignon and Merlot families — written, in the wine’s own voice, like an old boyar in a dark-purple caftan. The brief was not to dress up an entry-level wine, but to give an accessible wine a reason to be the one chosen for an occasion.
The strategic move turned the bottle itself into the answer. Because a wine is decided at the shelf, the label has to do the work advertising would otherwise do — so Brandient designed Exuberant’s labels to be personalized for events, carrying a family name and a date. A demi-sweet wine became a keepsake fitted to the moment it marks — the kind a host orders for a wedding or an anniversary. Brandient designed the range’s artwork and wrote its label copy so that the bottle does the selling, lifting an everyday wine into a chosen-occasion brand that reads as good as the wine pours.
Client:
Budureasca
Industry:
Food and Beverages
Project type:
Design Upgrade
Date:
2018
Services:
Label and Packaging Design, Copywriting
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