Benevert is a high-end wine brand from Cyan Stone Australia, mainly targeting the Australian local and Chinese market. Through the process of brand naming and wine label designing, we are aiming to enrich the cultural story of Benevert, consequently to establish brand recognition among customers.
Based on the research of wine label naming, we came up with the Chinese name with a meaning of ‘revel and compassion’ and English name as ‘Benevert’. Bene-: the root of English vocabulary ‘benevolence’ and ‘love’; vert: meaning ‘vertical’ and the ‘cyan green’, cleverly link back to Cyan Stone.
The end result of the naming process was based on the observation of the target market: consumers with a high educational background, high-income, who generally have higher spiritual desires. As the traditional ‘Confucian’ culture has considerable influences in Chinese society, the concept of ‘benevolence’ and ‘wisdom’ have become even more important to one’s quality. Therefore, this group of consumers’ desire to be identified as ‘benevolence and wisdom’ is our point of market entry.
The rather classic style wine label design and layout corresponds to the market positioning, combining with elements such as shield, medal, crown, sword and lily, to inspire different interpretations of the brand story, and leave imagery space for customers. Packaging design also follows the rules of the ‘New World’ wine traditions, simple but refined, by applying techniques such as bronzing and embossing, from a different aspect, implies the excellent quality of the product and the value of the brand.