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Tcherga, one of the most popular wine brands in Bulgaria since the 90-ies, gradually had regressed to somewhat old-fashioned status in the dynamic modern wine market.

We had to: a) simplify and refresh its visual appeal, without severing ties with the tradition (the multi-coloured stripes, reminiscent of authentic Bulgarian village rug), and b) - through a new slogan and positioning - to open a door to new generation of consumers.