The packaging design for Sol Montis' Absurd range was the most exciting project for me last year. A quality product, a flexible client, a good team, an unusual concept and an almost free hand: everything you need for a real love project.
The concept was already clear at the beginning of the collaboration with Zita Kovács, the communications manager of Sol Montis: legendary figures of the Mátra wine region came to life on the bag-in-box packaging. It was clear that an important aspect would be the creation of a striking and eye-catching shelf image, with a design that almost shouts out at us. Not only was this a key pillar of getting the message to the target audience, but the ever-expanding range of competing products also required us to stand out from the noise.
For any art director with an artistic flair, such a task is a real reward, as it requires a very illustrative, storytelling, interesting packaging.
As a first step, we used a strong copywriting coworking process to perfect our imaginary, once-real characters and the stories surrounding them. Brainstorming was mostly a series of competing story ideas accompanied by big laughs. It became clear that we would not have a difficult task, as there were faces similar to the Mátra legends in all our surroundings, so we gathered and developed these personality traits.
This is how we ended up with a dancing Petyke Matyi, a cool Panna Csikós, a determined Kata Szöszke and an old-fashioned Juli Görcsös.