People from the Croatian Island of Brac have the reputation of being on the stingy side. It is Brac’s poor, arid soil that has taught the islanders never to waste a thing. Their wine label just might be the smallest in the world. But they believe that big wines do not need big labels, because they are “Poor in soil, generous in spirit” – this became the wine’s slogan.

The brand idea and slogan “Poor in soil, generous in spirit” led the design agency to the idea to make the smallest wine label in the world.

The wine was first launched in the local hotel and the winery on the island that share the same owner and was sold only there in the first months.

Only recently the online video about the wine has been launched which triggered the local as well as international PR. At the same time, a broader distribution has started in the major Croatian retail chains and the Croatian HORECA network (hotels, restaurants, catering). The export has also just started to Germany and Switzerland.

The scale of the project covers 100.000 samples in the first year.

Jako vino winery has created a brand of wine that tells the story about the island of Brac and its people, that were not known for wine production before and its label is easily recognizable to consumers.

During the first 10 months since the brand has been on the market many major Croatian news outlets covered the story about the “smallest wine label in the world”, and even some international media started covering the story (Design Week, Advertising Age).

The sales reached 70.000 samples and foreign distributors (Germany, Switzerland) started showing interest in this small label from this small but spirited island.