Lidl Greece has introduced a new private brand of premium wine inspired by the celebrations of life. 20 Stories wine designed by agency Comparo Design Group.
Global discount grocer LIDL developed the new brand to commemorate its 20 years in Greece, with a locally produced Syrah-Merlot premium wine at an affordable price, exclusively for the Greek wine lovers.
Agency Comparo Design Group describes the project:
When we were asked to brand it and name it, it was that story-telling aspect of the wine that we wanted to bring to the surface. To do so, we decided to reinvent the bottle of wine so it could serve as a vessel for both a sophisticated liquid as well as for an engaging piece of literature. We named it Twenty Stories and created twenty unique labels with twenty unique stories, one for every year of LIDL in Greece.
The labels were printed on white, heavy, matte writing paper and were shredded on one side to give out the sensation of a real page that has been just ripped off a book. The front of each label has a free-hand illustration that hints the story in the back. The illustrative intention was to balance casual, everyday moments with their symbolic significance to a person’s life. The symbols were intensified by high contrast colors: Black and white for the book, red for the wine.
Each story has a different writing style to highlight the variety of moments and sensations that can be highlighted by a good wine as well as the diverse memories and experiences that these 20 years mark for the company. Funny stories, touching stories, surreal stories, love stories, mythological stories, even… math stories.
A collection of marketing was also created which includes outdoors radio and print were created to bring the brand to life.