Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티 by Victor Weiss

Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티 by Victor Weiss is a highly esteemed winner of the very prestigious 2020 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2020

Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티

by Victor Weiss

Client: Victor Weiss Studio

A' Design Award 동상 Winner in 패키징 Category

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Colors

The Design

About Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티

RB5 Vinicola는 브라질 상레오폴두에 위치한 와이너리를 위해 제작된 비주얼 아이덴티티 및 패키징 프로그램입니다. 아이콘은 세리프체 숫자 5 안에 알파벳 R과 B를 숨겨 놓은 모노그램으로, 여백(네거티브 스페이스)이 와인 오프너의 실루엣을 이룹니다. 이 이름은 바르톨리니 가문과 1853년 와이너리를 설립한 다섯 형제를 떠올리게 합니다. 아이덴티티는 병 패키징, 목재 상자, 쇼핑백, 명함, 택, 유니폼에 적용되었습니다. 엠보싱, 금박, 크레이프지, 유리, 재단된 목재가 사용되었습니다. 전통을 현대적이고 절제된 외관과 결합하는 것이 목표였습니다.

The Recognition

About the A' Design Award 동상

Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Rb5 Vinicola 와인 패키징, 비주얼 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The RB5 is a winery located in the city of Sao Leopoldo / RS, in a region of Italian colonization. RB5 Begun in 1853 with the devotion of the 5 Bartolini brothers. The father of the Bartolini family (Giovanni Bartolini) had the dream of migrating to Brazil and starting a winery where he could apply all the technique developed in a life-time of learning in Palermo/Italy. Rodolfo, Andres, Gorges, Antonio, and Hugo dedicated their lives to fulfill their father's dream. but they did not stop there.
Dimensions & Packaging: The icon is a monogram, created with the hidden letters "R and B" inside a clean serif 5 number. We also designed in the negative space a wine opener silhouette.

The complete visual identity project included several collaterals.

Business cards, envelopes, shopping bags, custom documents, wooden package boxes, care manuals, wine bottle packaging, in-store uniforms, tags, UI/UX for website.
Tags: Branding, Wine, Packaging, Wood, Winery, RB5, Vinicola, monogram, Iconic, elegant
Production Technology: All of the materials were designed Studio Victor Weiss and produced with premium printing agencies in south Brazil. Several production techniques/materials were used, including embossing, golden folio, crepe paper, annealed glass and clean cut premium wood.

All of the processes were supervised Rodolfo and Weiss.
Design Challenge: We needed to develop a visual identity that could tell the amazing Bartolini family story, but also show that it is a modern company with up to date machinery. One of the most important touch points of the brand is its website, so it needed to work well both physically and digitally. It had to be both modern and antique. We understood the naming process was gonna be one of the most important leverages to telling the story and also having a modern feel.

R - Rodolfo (Father of current CEO)
B - Bartolini (Families name)
5 - Reference to the 5 brothers that created the company.

In conjunction the naming felt modern and bold. We had achieved our objective. By creating a simple and yet clever monogram, we were able to input all 3 elements of the name into one simple icon. What at first may seem like a beautiful number 5, is actually a complete brand name, rb5. We understood the icon should work alone for responsive platforms and small locations (such as a profile picture), but also, in conjunction with the name. If the icon were an obvious monogram, it would read "RB5, RB5". This repetition would be tiring and common. That is why we chose an abstract formation for the icon, in witch can be used both next to brand name or separate.
Research: 1. Target Audience. It was important to understand who were we directing with the built visuals. Answering questions such as target demographic, location, industry, income range, hobbies, communication, thought, importance, reach, challenges, purchase decision making, and objections we started to understand who are we speaking to through our design.

2. Persona. By creating a specific avatar of who the end costumer is, we can create specific strategies and explore direct possibilities.

3. Brand attributes. We needed to list the values that identify and differentiate competitors without a point of sale, as well as the performance of the final product.

4. Archetype. A brand archetype is a universally familiar character or situation that transcends time, place, culture, gender and age. Defining the brand archetype helped us through the bench-marketing process and also directly into typography selection and colors in the over-all look and feel of the project. For Rb5 we used The Ruler archetype.

The next steps were to develop the brand tone of voice and manifest. When the strategic part of the process was done, we begun the design by creating a stylescape and exploring the visual possibilities.
Inspiration: Each Bartolini brother focused on studying one kind of grape, one kind of wine. Each brother has a specialty, one of the secrets of the success of RB5. Today Joao Vitor, (son of Rodolfo Bartolini) is the head of the company, combining quality and tradition with technology and innovation.

With the visual identity we wanted to convey: Quality, tradition, seriousness, good taste, class.
Project Duration: The project started in may 2017 at our first meeting with client in Porto Alegre. And finished in January 2018 in Sao Leopoldo. (With the re-brand launch).
Operation Flow: The core behind RB5 Winery is to create a sophisticated experience to the client. To stand-out from big mass production wine companies, as a unique artesanal "handmade" product.

RB5 farms the grapevines, create the perfect alcoholic combinations and store the final product for years until its ready for retail. The product can be found in several premium supermarkets and stores through South America.