BEST OF EMEA – “MARAMA”  BY VITRINA (AMIN ROMANIA)

BEST OF EMEA – “MARAMA” BY VITRINA (AMIN ROMANIA)

SITUATION

At the anniversary of 100 years Unification of the Romanian Principalities, Domeniul Coroanei Segarcea requested from Vitrina to build a new collection of traditional wines, made from 100% Romanian vine varieties.

CHALLENGE

The wine industry itself is quite saturated, it can be difficult to find something new. Moreover, it is also challenging to find a national symbol, that hadn’t been already used and explore it in a traditional way, but with a modern twist.

SOLUTION

The agency spent weeks exploring different creative directions, trying to find new means of linking Romanian royalty to wine lovers from the country, until they settled on a short list, from which, the name “Marama” was chosen.

The inspiration came from Queen Maria, the one who stood by King Ferdinand at the Great Union and who also used to wear this traditional Romanian shawl called, “marama”.

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It embodied the perfect combination of traditional craftsmanship, royalty, but also modesty. Thus, these values spoke perfectly to the target audience. 

The final design was inspired by a silk fabric, that was most commonly adorned with geometric motifs, similar to that of the signs sewn onto the traditional Romanian blouse, “ie”.

Traditional motifs from the Oltenia region (in the south-western part of Romania) were also used and interpreted in a minimalist and modern way.

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The purpose was not only to create a memorable product, but also tell a story.

What better way to say that, than through storytelling?

Vitrina created a video that encaptures the essence of the brand and tells the story of the beloved item of Queen Maria, marama. It aimed at cross-promoting the brand through multiple online platforms.