For “Licori și Tabieturi “, we started with renaming and rebranding, aiming to reposition the brand in the local market. The client shifted towards a knowledgeable, educated, or educable audience—one that appreciates, tastes, and experiments.

The rest of the branded materials, including the design of the retail space on Dorobanților 116, naturally stemmed from the new identity, embracing a playful and creative approach.

The Story of Creating an Identity

What the Client Wanted (Brief):

• A name change and a completely new branding, distinct from the previous name, Drink Zone.
• Attracting a new market segment: transitioning from the local neighborhood consumer of bulk wine to an educated or educable audience that appreciates, tastes, and experiments.

Our Solution:

LOGO DEVELOPMENT DESCRIPTION
We designed a simple and clean text-based logo, considering the length of the new name.
The symbolic elements are subtly embedded in the name.
We assigned a specific, representative symbol to each of the two words:

• LICORI = A glass ring stain represents the letter “O.”
• TABIETURI = A corkscrew represents the letter “T.”

We approached the logo in two distinct styles:

• A formal and elegant version.
• A nonconformist and slightly playful version.
  (Since consuming a drink is often a reason for joy.)

The choice of style depended on the target audience envisioned by the client.

THE STORY BEHIND THE LOGO

Every LICOARE (elixir) has a rich story, waiting to be discovered by those who seek it.
Each person has their unique way of unveiling that story, always sharing it with someone who appreciates the experience.

When the joy of discovery turns into a ritual—something one wants to repeat at every opportunity—that person has developed a TABIET (habit), a lifestyle rooted in passion and love for fine drinks and delicacies, and their journey will always lead them toward another story filled with…

LICORI ȘI TABIETURI

A world of passion, with stories worth discovering.

Client Review:

Dear Mona & Cristi, Well done!
You did a great job.
Most of us preferred the livelier logo, and the slogan is excellent.