In the wine market, authenticity and connection with culture are increasingly valued elements. For the Jewish public, kosher certification in food and beverages is not just a matter of preference, but a religious and cultural imperative. It is in this context that the VINHOS GUÉFEN (GUÉFEN WINES) stand out, offering a line of products that unites the millennial tradition of viticulture with the rigor of Jewish laws.
Vinhos Guéfen
A RESCUE OF THE TRADITION OF THE JEWISH PEOPLE
The name GUÉFEN (גפן), which in Hebrew means “vine”, is the cornerstone of the brand identity. This choice is not random; the vine possesses a deep symbolism in Jewish culture, representing prosperity, blessing, and the Land of Israel. The wine, in turn, is central to many Jewish ceremonies and celebrations, from the weekly kidush on the Sabbath to the pesach festivities and weddings.
PALETTE COLOR
The main color of the brand has a shade of beige, which evokes the naturalness of the land and oak barrels, elements intrinsic to the production of wine. The point above the “g” can be in wine (which refers to the color of the ripe grape) or citrus green (from the leaves of the vine), creating a direct visual connection with the origin of the wine.
This combination of colors reinforces the positioning of GUÉFEN as a brand that respects traditions, but presents itself in a current and attractive way for different generations of consumers.
TYPOGRAPHY
The letter “g” has been transformed into a subtle graphic icon, referring to grape bunches — an element that connects directly to the essence of the brand and reinforces its connection with the nature and purity of the kosher process. The choice of letters in low box gives a touch of accessibility and softness, making the brand more inviting.
VINHOS KOSHER is presented in a high box, in a non-serif font, with medium thickness. This element acts as a certification seal and an explicit direction to the target audience.
The challenge for the creation of the brand VINHOS GUÉFEN was to unite tradition with modernity, serving a specific niche market with authenticity and sophistication. The result achieved was a cohesive and significant visual identity, capable of communicating cultural and religious values, without giving up the characteristic aesthetics of the wine universe.
CLIENT/YEAR:
Daniel Kjelman, 2022
PROJECTS:
Visual identity creation
Prints (labels)
LOCATION:
São Paulo | Brazil