Our Wine Portfolio
Brand strategy, identity & packaging design
A decade of distinction
For over a decade, TARNOVSKI Brandin Studio has been a dedicated partner in the wine industry, transforming visions into captivating brands. Explore our portfolio where strategy meets the sublime, crafting identities as rich and nuanced as the wines themselves.
Briefly about us
- 16+ yearsWe were founded back in 2009, with HQ in Bucharest since 2017.
- 120+ brands120+ brands created or managed by our agency, from startups, all the way to McDonalds or VW.
- 12+ countriesThat's 12+ markets we've worked for in Europe, North America, Middle East, Asia.
- No-BS policyWe provide honest, growth-driven feedback and only engage with projects we genuinely love.
Selected clients & partners
McDonald's
Castel Mimi
Volkswagen
Moldova Innovation Technology Park
Audi
Acibadem Hospitals
BCR Erste Group
UN Women
Peugeot
Libra Bank
Cotnari
problems we solve
- Repositioning in crowded categories
- Go-to-market & growth strategy (STP + 4Ps)
- Brand platform & communication architecture
- Identity & packaging that reinforces positioning
- Activation concepts that stay consistent in execution
WHAT WE DELIVER
- DIAGNOSIS
(audit & research)- Brand & marketing audit
- Research & market intelligence
- Competitive benchmarking
- Cultural research
- STRATEGY
(STP + 4Ps)- Segmentation & targeting (STP)
- Positioning & brand platform
- Marketing strategy (4Ps)
- Communication strategy
- TACTICS
(selective execution)- Naming & verbal identity
- Visual identity systems
- Packaging design
- Campaign concepts & PR (strategy + oversight)
- Brand guidelines / brand book
Our method
How we work:
Diagnosis → Strategy → Activation
Diagnosis → Strategy → Activation
- Diagnose: audit + research (context, customers, company, competitors)
- Choose: segmentation & targeting → positioning hypotheses (STP)
- Position: positioning + brand platform
- Design the mix: 4Ps recommendations (product, price, distribution, comms)
- Activate: identity / packaging / comms + toolkits
Let's have some Castel Mimi wines!
Castel Mimi
Our journey with this exceptional client began in 2021, rooted in a comprehensive marketing and brand strategy. This initial collaboration blossomed into an ongoing partnership, where we've since developed a lot of distinctive alcohol brands and labels. Each project is a testament to our shared vision, bringing to life unique stories from vineyard to bottle.
Video source: castelmimi.md
9 MUSES
It was essential to create a wine appealing for the younger generation, who avoided overly conservative or overtly youthful wine brands. We fused Greek mythology, an ancient cultural heritage, with the festive, vibrant spirit of youth, offering a sophisticated and lively experience. And the naming... it probably one of the names we're most proud of.
The 9 Muses brand platform blends artistic essence, accessible premium positioning, and cultural identity. It promotes wine as an art form, cultivating sensitivity and enriching sensory experience. Visually, it fuses Greek mythology with contemporary art, offering a unique experience for refined millennials.
The 9 Muses brand platform blends artistic essence, accessible premium positioning, and cultural identity. It promotes wine as an art form, cultivating sensitivity and enriching sensory experience. Visually, it fuses Greek mythology with contemporary art, offering a unique experience for refined millennials.
Castel Mimi Smart Pack
For Castel Mimi Smart Pack wines, we chose an innovative, fully recyclable PET pack. This environmentally conscious design significantly reduces the CO2 footprint through its lighter weight, saving fuel during transportation, and its complete recyclability, being both made from recycled materials and fully recyclable. This project embodies sustainable commitment.
Translating this eco-conscious ethos into a visual experience, the design for the Castel Mimi Smart Pack captures an essence of ethereal purity and lightness. Inspired by an expressionist artist's broad, fluid brushstrokes, the labels evoke an airy, weightless sensation. Each stroke seems to dance across the surface, imparting a delicate, almost dreamy quality that perfectly complements the wine within and reflects its mindful packaging.
Translating this eco-conscious ethos into a visual experience, the design for the Castel Mimi Smart Pack captures an essence of ethereal purity and lightness. Inspired by an expressionist artist's broad, fluid brushstrokes, the labels evoke an airy, weightless sensation. Each stroke seems to dance across the surface, imparting a delicate, almost dreamy quality that perfectly complements the wine within and reflects its mindful packaging.
Familia La Vie
"Familia La Vie," crafted for Castel Mimi's Chinese export, beautifully illustrates the diverse people of Moldova, united by their love and dedication to winemaking. This concept highlights families working together to produce their cherished wines. The name cleverly translates to "Family in the Vineyard" while also evoking "The Life of a Family" in French, enriching its deeply personal and cultural narrative.
Wine Train
Celebrating Moldova's significant progress towards EU integration in 2025, Castel Mimi introduced "Wine Train." This unique concept positions wine as a liaison between European nations. The bottles feature Castel Mimi's own train departing from their historic castle, journeying through iconic European landmarks. These destinations represent countries from which Moldova has embraced renowned grape varieties, symbolizing a shared viticultural heritage and a future connected by passion and tradition. It's a journey celebrating unity, culture, and exquisite taste.
Off for a brandy break
Cuza Vodă
Our client sought to enter Moldova's entrenched brandy market by identifying untapped opportunities. We discovered that no brand truly owned the "party starter" or "Bohemian atmosphere" consumption occasion. Leveraging this, we positioned Cuza Vodă as the spirited life of the party, establishing it as the "King among brandies" due to its unparalleled quality and vibrant identity. This strategy claimed category leadership. Three TV commercials — "Set the tone," "The party is not over," and "The Muse" — brought this dynamic brand strategy to life, showcasing celebration, leadership, and refinement.
Set the tone for the celebration
The party is not over
The Muse
Let's have a glass of Cotnari
Cotnari
Selecție
Our mission was to create a wine bottle label that would not only attract younger wine enthusiasts, but also persuade those who don't usually drink wine to switch from their usual beverage of choice. In addition, the label had to be convincing enough for discerning wine lovers who refuse to compromise on quality. We wanted to strike a balance between youthful appeal and the sophistication expected of a quality wine.
Cotnari Selecție
To achieve this, we developed a brand identity with a design system based on diamonds and triangles in a simple yet dynamic and elegant linear pattern. This creates a mesmerising kaleidoscopic effect that is particularly appealing to Millennial and Gen Z consumers. The unique and somewhat atypical design ensures that the wine stands out on the shelf, attracting the attention of both curious newcomers and seasoned wine enthusiasts.
The colour palette for Cotnari Selecție features bold, vibrant hues that reflect the youthful energy and modern aesthetics of the target audience. The combination of eye-catching geometrical shapes and striking colors creates a label that is both visually appealing and memorable.
The colour palette for Cotnari Selecție features bold, vibrant hues that reflect the youthful energy and modern aesthetics of the target audience. The combination of eye-catching geometrical shapes and striking colors creates a label that is both visually appealing and memorable.
By The Way
We have lots of other wine, gluhwein, and spirits labels we've been designing since 2013, but it'll take us a while to dig through the archives and dust them off.
We'll be back with updates. Or is it outdates, since they're more than a decade old?
We'll be back with updates. Or is it outdates, since they're more than a decade old?
Project details
Client: Castel Mimi
Project Year: 2021-2024
Country: Republic of Moldova
Client Industry:
Winemaking / Tourism / Cultural tourism / Horeca
Deliverables
- Brand Research
- Consumer Profile
- Brand Strategy
- Verbal Identity
- Communication Strategy
- TV Commercial
Castel MIMI
Brand Strategy
Moldova Innovation Awards
Brand Strategy & Brand Identity