Villa Mirage
Background:Brief:
Solution:
In Sweden, wines are sold exclusively at Systembolaget (state-controlled shops). To secure a spot on the shelves, you must demonstrate that there is demand for the product. This is done through the so-called special order assortment, where there is an evaluation period lasting six weeks. If the interest is sufficient, the product is placed on the shelf. Interest is generated through advertising on social media, where the visual expression is of great importance
Create a brand that generates significant interest through advertising and attracts a younger audience who make spontaneous purchases online. The brand should offer more than just a bottle of wine—it should transport the consumer into an immersive, cinematic world inspired by French elegance and mystery.
Solution:
Villa Mirage is more than a wine; it is a gateway to a dreamlike French world. The label features a striking illustration of an ornate wrought-iron gate leading to a mysterious greenhouse, evoking the aesthetics of Miss Peregrine’s Home for Peculiar Children and the whimsical yet darkly elegant universe of Tim Burton. The concept, L'essence d'France, invites consumers into a narrative where each bottle becomes a passage into a surreal, cinematic experience—an escape into a world of romance, mystery, and charm.
Instead of a conventional wine label, the design embraces storytelling, allowing the audience to craft their own interpretations. The absence of a prominent product name on the front reinforces the allure of discovery, appealing to those who seek more than just a beverage—they seek an experience. This distinctive and immersive approach resonates with a younger, visually driven audience, compelling them to purchase Villa Mirage not just for its exceptional taste, but for the captivating world it represents.
