Palingenese # 2: Marketing Strategy Innovation

The process of the rebirth of the Shield consisted not only of a strategy part but also of a visible creative part. In addition to the wine label, our logo has taken on a new form, as has all the communication tools we use.

Our modern image with minimalist features was dreamed up by graphic artist Kiss Zsombor, who shared with us how he went through this process.

The world of wines has always been one of the most inspiring graphic themes for me. Especially if the image of the winery can be built right from the ground up, because the end result will be a contemporary design with added art value that matches all tastes. In the case of Pajzos Tokaj, this is also possible and demanded.

When creating the new image, the goal was to preserve the main style features and character of the predecessor in the structure of the logo, at the same time to give birth to a sleek, modern rewording.

The slight outline of the shape, which emerges from a few lines, breaks with the previous ornamental decoration. This is complemented by the “Shield” motif according to the old name – in its current name, which refers back to the origin of the name and at the same time reflects the rich cultural heritage of the patinated Tokaj wine region. With its powerful typography and airy layout, the typography immediately burns into memory and clearly represents the winery. The logo is suitable for use in small and large sizes, as well as for the use of a variety of printing breeding technologies. The image colors are gold / gold (and other metallic colors) and black. They suggest elegance, quality, tradition, depth and dynamism.

Pajzos old logo

Old logo

Pajzos new logo

New logo

Another defining element of the identity is the stylized drawing depicting the Shield Vineyard – as an additional image motif. Its role in supporting the logo is to give the customer an impression of the terroir and tradition.

Pajzos Vineyard

In the case of labels, of course, different expectations had to be met for each category, but what they had in common was that the same spirit pervades the base wines as the top wines, which is perhaps best expressed by the terms “patinated” and “modern”. It is important for the buyer to feel the tradition, the terroir and the quality behind the wine, but by presenting it all with today’s visuals to get noticed and the product suggests we get reliable good quality wine for our money.

Perhaps the most difficult thing in the new image was to find the right balance between the old and the new together with the customer, to feel the continuity with the previous labels and logo, but still be novel, and to experiment with the ideal breeding procedures and technology for each label.

During the development of the image, it is important to develop a partnership based on mutual trust between the customer and the designer, where the parties respect each other’s opinions and pay attention to each other’s professional and artistic ideas and expectations. In this way, a coherent result that meets market needs but goes beyond that can be achieved.

In my opinion, if we look at the whole image, we have laid the foundations, visually a strong brand has been born that is worthy of the award-winning wines. But because we are at the beginning of a product launch, where it was important to be tied to the previous predecessor at certain points, the result of a longer evolutionary process will be to put together the final image in its entirety.

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