Minima Moralia
Soul-touching wine and the merit of wet-plate photography
Domeniul Coroanei wines are highly ranked and multi-awarded at prestigious international wine competitions.
In 2012, Domeniul Coroanei Segarcea decided to group some of its best blends of the vineyard in a collection with a strong character and contacted Brandient to conceive the new brand.
The proposed concept and name Minima Moralia were borrowed from the philosophers’ realm to bring six celebrated human values together: Honor, Gratitude, Devotion, Hope, Honesty, and Respect.
There is truth in wine, the saying goes, and also in the peoples’ eyes — this was the insight that led to the creation of the wine’s identity. Plus our creative director Cristian 'Kit' Paul’s obsession with the soul-touching merit of wet-plate photography.
The packaging features real individuals represented with an archetypal visual style, realized through the distinctive detail, texture, and bokeh of wet plate photography — collodion and tintype. This traditional technique, kept alive by dedicated enthusiasts, brings an authentic touch to the brand’s identity. Three photographers — Michael Shindler from San Francisco, Alex Timmermans from The Netherlands, and Bernt Nielsen from Norway — collaborated on this project, providing the stunning images integral to the brand’s persona.
In 2012, the brand made its successful international debut at the high-profile Hong Kong International Wine & Spirits Fair, where it has since garnered 14 international awards. A special launch was also held for the Romanian market in December 2012 at the historic CEC Palace.
Client:
Domeniul Coroanei Segarcea
Industry:
Food and Beverages
Project type:
New brand creation
Date:
2012
Services:
Brand Positioning; Brand Name, Narratives and Voice; Packaging Design, Digital Design
Awards:
LA Int’l Wine & Spirits Competition Best of Class in 2013
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