Redesign for Mikulov Butterfly

The Mikulov Wine – Butterfly brand is one of the most sold wine brands in the Czech market. The goal of the redesign was to create a more modern look with “winemakers’ tonality” and increased perception of the product value when compared with the competition within the same price range.

Creating the new design for this wine range, the designers bore in mind the request for easy identification with the original design. This was achieved by using the icon of a butterfly, symbolising lightness, versatility and youth. Modern design appeal was also achieved by the use of metallised adhesive etiquette with relief embossing that replaced the original etiquette applied by wet gluing process.

The new etiquette is notable also for its atypical shape, very different from other competing products. The target group are people between 25-50 years of age, spontaneous, energetic, living life to its fullest who want to have fun. They do not wish to get caught in the complicated wine-connoisseurs lingo. They simply want to buy a good wine to enjoy a romantic evening with the loved ones or share it with friends.

The labels’ design of this packaging was created by Fiala&Šebek Visual Communications.