Futura DDB d.o.o.

Futura was founded in 1990 by the architecture students Marko Vičič and Vital Verlič as a design studio, and it soon developed into a renowned advertising and marketing agency. The focus is on authentic storytelling as the common denominator of all creative segments – with the aim of moving brands, markets and cultures. Over 300 awards may be a nice affirmation, but the team is even prouder of touching people’s hearts with its works. These are often rooted in the local culture, such as the packaging for the Vinska hiša Bjana winery.

Interview with Futura DDB d.o.o.

Red Dot: The wine segment is highly competitive on the market. How can you successfully differentiate your product from the competition?
Futura DDB d.o.o.: Regardless of whether you operate in a highly competitive sector or not, you must always set yourself apart from the competition. You should invariably aim for something new, fresh and innovative. However, products must also convey a message that is consistent with the brand and its story and, last but not least, not neglect practical value. It’s not enough to follow trends, because that makes it difficult to stand out. With Bjana Quatro, we thought about how wine can attract attention and tell its own story at the same time.

The result is a very elegant packaging solution that communicates Bjana Quatro’s four growing regions. What other attributes needed to be communicated?
When our client, the winemaker of Vinska hiša Bjana, told the story of his wine, the number “four” stood out. The wine is made from grapes from four vineyards, and the Bjana brand is also based on four pillars: terroir, tradition, knowledge and vision. These four pillars, which adorn the facade of the wine cellar, are also reflected in the Bjana logo. The number four became the common denominator that we wanted to retain – in the name, shape and number of bottles in the package.

The label in the form of an attached sleeve is an unusual solution …
We wanted to create a label that would be completely different from the competition and also have a practical use. The sleeve as a label is an innovative solution, and the possibility of various folding arrangements adds practical value. It allows the bottles to be playfully and creatively arranged at the point of sale, making them stand out. This functionality can also be utilised at home. The bottles can decorate a table or shelf in different ways, without the need for a wine rack. The box of four bottles also makes for an interesting and original gift.