When opposed with the task of creating a branding and marketing plan for Matković wines, the team at Señor, Croatian advertising agency, thought of a new approach. Matković wines are produced with care using high-quality grapes, they are fair-priced and undeceiving in communication. Honesty best describes the way the Matković family approaches their business. And so was born: Honest wine.
“It’s not just a business. Our days are made of hundreds of beautiful and difficult moments that make us proud of the wines we created for all the honest, human moments you will experience drinking them. Without big words, colorful labels and shiny ads, to us, this is life – true devotion to making great wines. Maybe that is the reason Matković wines have this strange power. They inspire some small, unspoken truths, that are, just like the wines, hard to share.”
Each type of bottle is covered in a unique paper wrapping which conceals the bottle, but once unwrapped reveals small, unspoken truths on it’s label. Such as: Pinot noir made me tipsy so I told her I loved her and gave her the last bite of my steak or We finished a bottle of Cabernet franc. I hugged my old man. Maybe it’s time I forgive him – he did the best he could. Besides being beautifully designed with strong use of typography, the design itself pleas to emotions, which it very hard to conceive in the modern days, but all the same very connected to the object in question: wine. Without big words, colorful labels or shiny ads, the Matković Wines tell the truth of their origin and makers, while encouraging the people enjoying them to open up as well.