Tieschen is a city in the Südoststeiermark district of the Austrian state of Styria. With a population of only 34,513, this is a town with a tight-knit community that's deeply proud of its city. Tieschen wine taps right into this intense love and essentially became an ambassador with the brand name as large as possible and placed on the label four times. Designed by Moodley Design Group, the branding promotes local wine and launches it out into a whole new world.
Small town people are often underestimated. A fact, that doesn’t bother the people in Tieschen, just off the Slovenian border in the slightest. They know that they have something others can only dream of: this special attitude towards life that nobody can take away from them and that you can feel at every corner in Tieschen. It’s also infused in the local wine, for which moodley has developed the branding.
The Tiescheners are unique. A bit odd perhaps, but with their hearts in the right place. Self-deprecating and with irresistible drive. Just accepting things as they are is not their style. They prefer do their own thing – and make their own wine. It’s classified as a DAC local wine, which emphasizes the regional characteristics, but is hardly known even in Styria. But with the new identity courtesy of moodley, the underdog will not be overlooked anymore.
For the people who grew up here, Tieschen is not just a place, but an attitude towards life that unites everyone. Anyone who grew up here is proud of it. This self-confidence is reinforced by the Tieschen DAC local wine. But: How do you manage to win a place among the well-known Styrian wine-growing locations? By cleverly using the framework of the DAC system for the design. By making the Tieschen name as large as possible and putting it on the label four times. And by pushing the term local wine into a new dimension. This wine just makes for a striking ambassador. It’s quintessentially Tieschen, where they don’t just stick to the rules, but unapologetically show their rough edges to the world. It’s a real insider tip and a place that only reveals itself, if you have searched for it long enough. Once you find it, you will like it.
Art Direction: Wolfgang Niederl
Graphic Design: Daria Titarenko & Adam Katyi
Project Management: Anna Ferrari
Concept and Text: Barbara Klein/Weißes Papier
Photography: Verein TAU Winzer Tieschen / Stefan Robitsch
Portfolio Photography: Manuel Schaffernak & Christian Niederl
Typography: Velvetyne Type Foundry/ Le Murmure by Jérémy Landes / Sporting Grotesque by Lucas Le Bihan
Grilli Type: GT America by Noël Leu with Seb McLauchlan