Liquidhouse is a repositioning project for a local wine producer based in Nemea, crafting boutique merlot wines since 1992. The brand was reimagined to preserve its rooted production heritage while opening up wine culture to a broader, new-generation audience.
The project includes brand identity, product and brand positioning, packaging system, social media applications, and an outdoor advertising campaign designed for the brand’s entry into the European market.
Liquidhouse needed to build a more contemporary, accessible, and playful brand world without disconnecting from the traditional perception of wine.
For this reason, the brand strategy was built around the contrast between old school winemaking heritage and new wave drinking culture.
The target audience consists of young adults aged 21–40 who are familiar with wine and cocktail culture, value quality, and are open to more accessible drinking experiences.
Design challenge here, while building a vintage wine brand, still talking to its regular customer but also reaches the younger fast consumer audience whom open to new tastes.
So, Liquidhouse speaks to this audience as a playful wine brand. While its visual world preserves the refined and high-quality feel of wine, its communication language is more playful, ironic, and adaptable to different contexts.
The brand motto, “Perfect Liquidation,” creates a collision between the serious, corporate associations of “liquidity” in the financial world and the freer, more social nature of alcohol, nightlife, and entertainment culture.
The campaign system is built around a flexible communication language that adapts the “Perfect Liquidation” idea to different social contexts. Phrases such as “Perfect track for liquidation,” “Perfect movie for liquidation,” and “Perfect spot to get liquidated” create a sponsorship and outdoor system that can be connected to music events, albums, films, and urban meeting points.
As a result, Liquidhouse builds a brand system that transforms boutique wine heritage into a more flexible, social, and contemporary drinking experience. The brand preserves the premium perception of wine while translating it into a more playful, urban, and new-generation language.
