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.
