Founded in 1949, Beciul Domnesc has grown to be one of the biggest wine producers in Romania. Throughout more than seven decades of experience, the company has constantly diversified its portfolio, currently including products like wine, spirits, vinegar, and vinars.
The latter category includes Jad (the noble imprint of time) and Miorița, a vinars that “invites you to discover the quintessence of the Romanian spirit.” Yet, despite its strong market presence, the brand felt that it was time to visually refresh its Miorița brandy to better reflect its roots while enhancing visibility on the shelf.
Miorița takes its name from a Romanian ballad (“Little Ewe” in English), considered to be one of the most important pieces of the country’s folklore. The poem’s story symbolically weaves the notions of destiny, nature, and resilience. With more than 1400 nuances of the poem spread throughout the country, Miorița inspired writers, composers, and visual artists throughout time and was translated into more than 20 foreign languages.
Recently however, the Bucharest-based design studio Giant Pencil reinterpreted the ballad visually, incorporating traditional Romanian motifs into the brandy’s look. With a refreshed identity and packaging design, the vinars is aimed at enhancing the premium shelf presence.
To reflect the superior quality that Miorița vinars is known for, Ion Barbu – the designer behind the project — painted the drink’s story onto a matte label, which is visible across all product line (V.S., V.S.O.P., and X.O.). On this canvas, traditional Romanian motifs are contoured following a glossy touch, each carrying the colors of their respective variant.
Both the name and the logo are outlined using a gold finish — an aesthetic choice that, once again, reinforces the drink’s premium quality. Tying all together is the tagline, an actual verse from the poem: “O Gură de Rai” (“A Sip of Heaven” in English). The line not only deepens the narrative but also invites consumers to enjoy the premium spirit in every glass.
CREDITS
Brand: Beciul Domnesc
Design Studio: Giant Pencil
