THE RESTYLE OF THE PREMIUM WINE LABEL APLAUZ DESIGNED BY THE LABELMAKER ON EMBOSSED COATED SKIN, PRODUCED BY ARCONVERT.
AplauZ Premium Reserve is the top of the brand row of Villa Melnik winery. However, the label of this top wine had the same design like all the other wines and then needed to visually elevate the top level’s wine from the rest of the products.
Jordan Jelev, aka The Labelmaker, was commissioned to create a brand new design just for the Aplauz Premium Reserve wines and make it completely different. The designer wanted to have modern and attractive look, and this could not be related with old traditional Melnik houses from the existing label. He had the intuition to focus on Melnik’s pyramid, which is one of the icons of Melnik landscapes and thanks to its terroir, Villa Melnik could produce special wines. Geometrical shapes, corners and sharp edges represent the natural specific shape of Melnik pyramids. This image is printed with gold and rich gold hot foils. The golden shades were chosen to make the pyramids shine as if they were reflecting the last rays of light at sunset. The real find of this label design project is the Melnik’s skeleton flip it down to the bottom of the label and print it with raised varnish against the deep black background.
Arconvert produces the self-adhesive paper used for this label. The Embossed Coated Skin is a white coated paper with a gorgeous skin-effect texture and for this project was printed in deep black colour. The elegant and original texture of the paper, not only makes to stand out the pyramids, but also the company brand, AplauZ. There are two semantic layers blended in this brand. The first and the last letter have an affective meaning linked to the history of winery owners – A stands for Alexa, the son of the winery owners, while Z is from Zikatanov family name – and the brand starts with the first letter of the alphabet and ends with the last one, symbolizing the whole world of abilities, passions and values of Villa Melnik.