Stina – wine for inspiration
Stina
Issue 26 | March 2013
Agency
Bruketa&Zinic
Creative Team
Senior Brand Consultant: Anja Bauer Minkara, Brandoctor Brand Consultant: Petra Despot Naming Consultant: Maja Bencic Copywriters: Anja Bauer Minkara, Maja Bencic Design: Bruket&Zinic Creative Directors, Art Directors and Designers: Nikola Zinic, Davor Bruketa Designer: Sonja Surbatovic
Production Team
Brand Implementor: Brandoctor, Jelena Mezga Production Manager, Bruketa&Zinic: Vesna Durasin DTP: Radovan Radicevic
Other Credits
Photographer: Domagoj Kunic, Dusan Drakalski, (illustrations for the photo)
Date
September 2012
Background
Stina is a brand of wine from the island of Brac (Dalmatia, Croatia). Croatia has a variety of wines whether from the continental part or Dalmatian and Istrian regions, but Brac is not that well known for wine even though it has excellent conditions for growing it.
They needed to position the wine in a way that outlines its Brac origin, and to do it in a unique way in order to create a strong and differentiated brand that would be recognized internationally. They had a low budget, so they needed something original, a bit bold and contemporary.
Idea
Research of the island brought them to the conclusion that Brac is unique and known for its white stone and artists – because it is the birthplace of famous Croatian artists whether poets, novelists, sculptors or painters. Brac has a limestone quarry where the Brac marble comes from and it was used for building the Diocletian’s palace in Split. The stone is abundant in the soil as well, so working in the fields is extra hard.
The stone is the source of inspiration because of its beauty, but also the symbol of hardship when it comes to wine growing.
Therefore, the name Stina, which in Dalmatian dialect means stone, was chosen because it is one of the symbols of the island.
The Stina label represents a block of stone inviting the sculptor to sculpt, it is an empty canvas inviting the painter to paint, it is a piece of paper inviting the poet, writer or musician to write a poem, a story or compose music. They created an unusual wine label that’s completely white.
Results
In the first few months upon the launch, and with no media budget, the story about Stina has generated more than 1.3 million kuna (HRK) of media coverage. Soon everybody in Croatia
who needed to know about Stina, has found out about it one way or the other.
It is thanks to the label that the wine gets noticed at the international wine fairs, inviting people to taste it and talk about the story behind the brand. The label requires questions and answers. Consumers also give feedback on different creative uses of the label.