Count Grecula Conquers The Co-operative

Co-op TI Grecula Greco 2014Manchester U.K. based the Co-operative’s has introduced a surprising private brand wine label design that would look at home on the shelves of a comic book store.

Created by agency Equator Design’s The Co-operative’s Truly Irresistible Grecula Wine. The 2014 Greco features a design which represents the witchcraft and magic synonymous with the region of Benevento, where the wine is produced. Once known as the “city of witches”, Benevento is a province in the heart of southern Italy where the volcanic soils give this medium-bodied wine a big flavor with aromas of honey, lemon and spring meadows.

Ben Cahill, Wine Buyer at the Co-operative, says: “Equator threw themselves into this with relish. Right from the start they understood that this was no ordinary brief and that they could really have some fun creating the mighty Count Grecula. To say they exceeded our expectations is an understatement; we were delighted with the results – as were our customers. This was our most enjoyable collaboration yet; a real scream from start to finish…fangs a lot Equator!”

Howard Wright, Equator Design’s creative director, says: “The brief we received from The Co-operative was every creative agency’s dream. The wine buyer wanted to create a label which resembled the story of the wine and was different to others on the shelf – and which added a fun dimension to the bottle.

“That really got our creative juices flowing. We came up with a number of different creative treatments and it was a battle between our two favorites synonyms for Greco – Morbidella and Grecula – with the latter winning out and, as they say, the rest is history.

“Drawing inspiration for the label’s character from Transylvania’s best known son, the idea behind the Grecula concept is that everyone is dead scared of Greco, when in fact he is a lovely bloke who likes collecting special deco grapes! The illustrative style is reminiscent of DC Comics superheroes. The project features high on the list of our favorite all-time creations and it has been amazing to see the reaction in-store, in the press and on social media.”

The wine launched in 2015 and its ghoulish appeal was a big hit with Halloween revellers. Its continued popularity is splashed across social media with #grecula appearing regularly in posts.

The Co-op TI Grecula-1


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.