Passage
Visual identity
Passage is a wine brand designed for the new generation. Unlike previous generations, young people today drink less alcohol, prioritize a healthy lifestyle, and are less concerned with a wine’s origin. They value aesthetics, meaningful moments, and authentic connections – yet, as digital natives, they often find face-to-face interaction challenging.
The solution? Alcohol free wine with an aesthetic, minimalistic, instagramable label with a twist.
Hidden beneath a “Peel Me” sticker is an icebreaker question designed to spark conversation and bring strangers together—just as a passage of fish moves as one. The fish was the mandatory creative element assigned for this challenge and became the central metaphor of our concept.
This project was created for the design marathon – a 46 hour university competition.
Together with Gabi and Nedi, despite being randomly assigned to the same team, we developed the concept from start to finish.
The project received the Special Award from the Bulgarian Design Council for its potential to create a positive social impact.
