Juliet Victor
Juliet Victor: Re-inventing a Rich Hungarian Wine Tradition
Project Included: Market Audit, Naming, Brand Design, Packaging Design, Art Direction, POS Design, Event Design
The Brief
In 2018 Billion was asked to help develop a new world Hungarian Tokaj brand by the Founder of Wizz Air, Jozsef Varadi. Hailing from the Unesco protected region of Mad, Tokaj wines were once considered some of the finest Europe had to offer. In recent years regeneration of the regions vineyards is leading to a resurgence of quality and interest. Our task was to help position Juliet Victor as an ultra premium wine, one that would help define the global perceptions of Hungarian Wines. With Japan, South East Asia, Australia, the UK and US as key launch markets, our goal was to push past the cliched visual depiction of ancient Tokaj and create a new contemporary expression - a found confidence!
The Challenge
The key challenge was creating a look and feel for the brand that was progressive and sophisticated while also retaining the values and history of the very sacred wine making region of Mad. This historic town provides Juliet Victor with the perfect climate conditions, soil and vine terroir combined with the skill and craftsmanship of the unique fermentation and ageing processes. Leveraging Tokaj’s heritage as a wine for royalty, we put an elegant minimal crown - formed from the letters J and V at the centre of the brand. A strong moniker and symbol of unwavering standards and represents the essence of Hungary’s authentic and superior wines.
The Solution
Black and purple formed the core colour palette of the new brand vision. Black for its premium cues and purple for its regal relevance. An understated feel would help to position Juliet Victor not just as a premium wine brand but as a luxury brand fit for the worlds leading restaurants, fashion show or gala event.
