Beverage Packaging

LIDL Retsina Wine

Retsina wine has more than 2,000 years of history. Already a folk’s favourite in ancient Greece, it continues to be one of the most popular wines in the country, although it seems to lose connection with the younger generations who view it as old-fashioned. For the reintroduction, the design of the wine labels and illustrations takes up the almost euphoric union between people and nature at traditional festivals, which every Greek can relate to, no matter their age. The imagery showcases a timelessly naive style that bridges the long history of Retsina from antiquity to the present by drawing on imagery from ancient Greek festivities for Dionysus and modern painters who have made Greek culture famous around the world. Showing abstract vines and grapes, as well as typical lute players and dances, the motifs evoke a strong sense of Greek festivals, which are always outdoor celebrations and where people drink and dance traditional dances while holding hands.

Begründung der Jury

To make the labels for a Greek wine feature a design with a kind of frieze above and below the information is a great idea. Inspired in terms of colour by the country’s sun and in terms of content by the notion of the traditional Greek way of life with music, wine and dance, the illustrations visualise the image of the well-known Retsina in a harmonious manner to authentically promote it as a wine that is both classic and modern.

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