Bringing a sensual beverage brand from pack to TV
Vinea Frizzante is Kofola's lighter, less-sweet extension of the iconic sparkling grape drink Vinea. We created its logo, packaging and sensual campaign world, brought to life in a TV commercial and extended across retail and digital.
Type
Services & Industry
Born from the passion for grapes
"HMD were able to empathize with the brand, and their design proposals always exceeded my expectations. I am still amazed by their range of creative approaches. Within the individual design concepts, they always came up with something new, unexpected, which elevated the brand significantly higher."
— Zuzana Ederová, Brand Manager, KOFOLA a.s.
Challenge
We were asked by Czechia and Slovakia’s leading beverage company to introduce Vinea Frizzante, a lighter version of the beloved sparkling grape drink. Less sweet, gently sparkling, and full of fruity and floral tones, it needed a strong new visual world across campaign communication and TV.
Solution
Inspired by Greek mythology and Dionysus, the god of wine, we created sensual visuals full of grapes, flowers, celebration, and theatre. The Frizzante logo combines elegant serif typography with an organic grapevine detail, connecting premium style with the natural character of the brand.
Result and Evaluation
The TV campaign aired on Czech and Slovak stations for two years, won first prize in the Reklamní Katovna poll, and was nominated for the Golden Stone Award. The packaging design received strong consumer feedback, and Vinea Frizzante quickly became a new favorite in the Czech and Slovak market.
Born from the passion for grapes
Client: Vinea has been part of the Kofola portfolio in Czechia and Slovakia since 2008, while the drink itself dates back to 1974. It was originally created as a healthier alternative to foreign cola and citrus drinks. In 2018, Vinea introduced a new permanent variant: Vinea Frizzante.
Brief: Vinea Frizzante needed to build on the classic Vinea, but feel lighter, more elevated, and more premium. The key product attributes were less sweetness, gentle sparkling “prosecco effect,” and fruity and floral tones.
Concept: The concept focused on the real, organic, and untamed nature of vineyards and meadows. Rich visuals of grapes, flowers, and fruit were translated into a sensual Dionysian world full of freshness, energy, and natural abundance.
Result: The result was a complete brand visual system, from concept and print materials to digital communication and the visual and script concept for the TV spot. The Frizzante logo combines modern serif typography with an organic grapevine detail, connecting premium elegance with the natural character of the brand.
Logo inspired by grapevine
In the Frizzante logo, we combined modern serif typography associated with luxury, fashion, and elevation with an organic loop inspired by a grapevine stem.
First visual
The visual for Vinea Frizzante should communicate richness and fullness of taste. We show details of grapes and other fruit, floral tones through blooming wildflowers, and sparkling bubbles through macro shots of dewy fruit.
The visual should feel premium and elegant, but still accessible. To communicate quality and authenticity, we use realistic photography of juicy fruit and flowers instead of drawings or computer illustrations.
At the same time, we intentionally avoid an ordered geometric pattern. Instead, we emphasize abundance and wildness - both in the flowers and in the emotions.
Packaging Photography / Making Of
For the Vinea Frizzante visual identity, we wanted to create our own original photography. The product is based on white grapes, complemented by fruity and floral notes.
Art Direction: Heels Make Deals
Producer: Robinson Khun
Photographer: David Bruner
Label Print Preparation
250 ml Can
The perfect portion of delicious refreshment in an elegant, design-led can. Vinea Frizzante in a can will win you over with both its appearance and its taste.
1 L PET Bottle
Whether you like to share or can never get enough, enjoy an extra dose of refreshment with a one-litre bottle of Vinea Frizzante.
Bringing Frizzante to life across web and TV
Draft Vinea Frizzante
Refreshing grape taste in its freshest form. Premium quality, elegant serving, harmony of flavors, and a dance of fine bubbles - enjoy a unique experience with draft Vinea Frizzante.
Web design and code
The Vinea Frizzante website extended the campaign world into a digital experience. It presented the product, visuals, story, and key message in a clear, elegant, and responsive format.
TV spot
Set in the myth of Dionysus, the TV spot translated the story into a modern and contemporary visual style through styling, production, and atmosphere.
Casting brief
Frizzante
A naturally charismatic, energetic, confident, untamed, and slightly cheeky woman with a divine touch.
She always gets what she wants. She loves life and the fruits of nature. She embodies fresh flora.
She represents the freshness of fruit and the floral attributes of the product. She wears a crown of flowers.
Selected actress: Diana Gan
Dionysus
An eccentric, charismatic man with a joy for life, who finds pleasure in wine, women, singing, and dancing.
A cheerful and carefree god of bohemian life, joy, ecstasy, and wine.
He represents the delicious grape attributes of the product. He wears a crown made of the finest grapes.
Selected actor: Aristotelis Bolovinos
The story
The story is set in the divine vineyards of Olympus, where a celebration for Dionysus, the god of wine, takes place in a large open temple.
Dionysus is surrounded by women, wine, and abundance, until confident Frizzante enters the celebration with a completely new natural energy. Their eyes meet, and she instantly becomes the center of his attention.
As they move closer, Dionysus is captivated by Frizzante, while she is drawn to his grape crown. Their desires are shown through connected visions of fruit, flowers, grapes, and taste.
Making of video
The making of video shows how the Vinea Frizzante world came to life behind the scenes. From the set design and costumes to the fruit, flowers, and Dionysian atmosphere, it reveals the detailed production process behind the campaign.
It captures the energy of the shoot, the work of the creative team, and the transformation of the concept into a real visual story. The video helps extend the campaign beyond the final TV spot and gives the audience a closer look at the craft behind Vinea Frizzante.
