Do­maine Wardy turned 21 this year

ArabAd - - BRANDING -

As Do­maine Wardy turned 21, a new own­er­ship and man­age­ment felt that the brand's vis­ual iden­tity needed a to­tal change to re­flect its true na­ture. In­deed Do­maine Wardy de­cided to get closer to na­ture with a com­mit­ment to or­ganic farm­ing in its new vine­yards (to be planted in 2019-2022), a re­spect for the en­vi­ron­ment, as it de­cided to switch to so­lar en­ergy in the win­ery (so­lar pan­els to be in­stalled in De­cem­ber 2018), and a new waste wa­ter treat­ment (sched­uled for 2019). There­fore, the com­pany wanted a logo that rep­re­sents this evo­lu­tion--a dy­namic, na­ture-in­spired logo. The old logo, a W wear­ing a crown in a frame looked old-fash­ioned, rigid and de­riv­a­tive – and no longer re­flects this com­ing-of-age of the brand. The com­pany turned to Tarek Atrissi De­sign, a de­sign stu­dio with of­fices in Barcelona and the Nether­lands, en­gag­ing Tarek Atrissi to cre­ate a new iden­tity as well as de­sign new la­bels and re­fresh the brand’s im­age. What the renowned de­signer came up with was in­ge­nious. The new logo is sim­ply the main body of “Wardy” writ­ten in Ara­bic cal­lig­ra­phy, which hap­pens to re­sem­ble the rows of vine trel­lises. It is an ab­stract dy­namic icon, on top of an el­e­gant word­mark set in the beau­ti­ful "le Monde Jour­nal" type­face by ty­po­fonderie. Far more con­tem­po­rary, the new brand iden­tity is much more mem­o­rable and prac­ti­cal for use in the va­ri­ety of the pro­duc­tion and pack­ag­ing needs of Do­maine Wardy's prod­ucts. A short an­i­ma­tion was pub­lished on the brand's In­sta­gram page that shows the tran­si­tion from the old to the new logo. The mu­sic cho­sen for the short an­i­ma­tion comes from Leoš Janáček’s opera, 'The Cun­ning Lit­tle Vixen', which deals with the re­la­tion­ship be­tween man and na­ture, an is­sue at the core of all winer­ies. The theme it­self de­picts dawn, the start of a new day, a new be­gin­ning. "This is our new be­gin­ning as we take pride in our past and look to the fu­ture with joy, aban­don­ment and a ded­i­ca­tion to rep­re­sent the Be­qaa Val­ley ter­roirs in the most hon­est light,"as­serted Khalil Wardy, Gen­eral Man­ager, Do­maine Wardy. The new logo is al­ready be­ing fea­tured on all bot­tles la­beled af­ter De­cem­ber 2018.

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