THE RIPENING OF A NEW WINE BRAND

Topola, a municipality in the heart of Serbia, also known as Serbian Tuscany, is the most potent wine-growing region in the country with a strong tradition dating back to the 20th century.

The most prominent experts in the viticulture field gathered around the idea of creating a unique wine experience in Topola: Plavi Perun.

This grand project involved the construction of the most modern winery in the region, the cultivation of the highest quality wine varieties, and the production of the premium Pinot Noir, along with luxury accommodations in three different locations and planned wine tours.

I was hired to develop the Brand Narrative, and Communication Strategy, from the ground up.

The brand Plavi Perun is conceived as a premium contemporary wine that owes its roots to the Serbian tradition and branches out in the direction of many other possibilities of modern times - bringing the past and present together in offering high-quality taste and experience.

I breathed life into the brand by creating a powerful, vivid Brand Narrative and set up a Communication Strategy that has been implemented through all channels of communication (packaging, print, promo materials, social media, and all other content needed for the promotion of products, winery, accommodations, tours).

The final Brand Toolkit contained:

Brand Manifest

Target Group

Audience Segmentation

Value Proposition

Brand Beliefs

Key Messages

Brand Lexicon

Tone of Voice

Channels of Communication