While working on the brand’s concept we've found our inspiration in distinct Georgian character which could be conveyed through Georgian song theme. Song in general is unicode, emotions and feelings are well expressed by songs and are understandable for everyone. Ranina is a Georgian word originated from folk songs, it is the refrain word which is often used in Georgian songs. Ranina is associated with good mood, joy, feast and overall with Georgian character. This idea became the inspiration to deliver brand’s main concept - Georgian wine and songs as integral parts of one another.

Font for the logo was exclusively handwritten by our art director in Georgian and then modified on Latin for export markets. It well expresses the essence of the brand, character and style.

Rich Georgian culture, miniatures, relief and ornaments became the inspiration for brand’s visual identity in which emotional, folk mood characters are reflected. Main characters of plot are Georgian types, expressed through minimalistic, author’s stylistics.

Label is one entire pattern in which characters and other elements of design share interesting stories. Georgian character is delivered through illustrations which emphasize harmonic fusion of Georgian wine and song. While working on color palette for the whole range we decided to use vivid colors not traditional for Georgian wine packaging to enhance the modern look of the brand. Our goal was to create a packaging that consumers would love so much that even keep the empty bottle after drinking the wine.

Ranina entirely altered the perception of Georgian consumers towards low price table wines, as before our product launch, wines in this category were all boring, lacked interesting concepts and design solutions. Low price table wine with distinctive concept and modern packaging design actually became a new word in this product category, as the consumers realized that even the table wine can be trendy and at the same time express traditional Georgian character. Ranina’s example can be considered as H&M case, which proved that low price does not exclude trendiness and fashion. Rania’s packaging won admiration of consumers even before reaching the shelves of the markets, when the photos of the product were posted on social networks. Brand concept created demand on the market before the product launch. Even the business partners on export as well as on local markets made pre-orders when the design was presented to them.