Ateni Terraces is a Georgian winery established in 2010, dedicated to reviving the ancient winemaking traditions of the Ateni Valley. The brand focuses on organic production and highlighting the region's distinctive terroir, which imparts an exceptional taste and character to their wines. For this portfolio project, the objective was to design a cohesive visual identity and packaging system for three specific wines: Atenuri (Goruli Mtsvane, Chinuri), Khidistavuri (Tavkveri, Goruli Mtsvane, Chinuri), and Shavkapito. The packaging needed to reflect the premium, handcrafted nature of the product while visually anchoring the brand to its geographic origins.
The Concept:
The core concept of the packaging is driven by the specific terroir of the Ateni Valley, where vineyards are often cultivated on challenging terrain reclaimed from local black rock. The foundational visual element across all labels is a highly detailed, textural illustration of the Ateni rocks. This approach directly communicates the "terraces" namesake and the rugged, mineral-rich environment where the grapes are grown. By utilizing the stone formations as the visual anchor of the label, the design symbolically grounds the brand in the earth from which the wine is produced.
Art Direction
The art direction balances the raw geological illustrations with highly refined print finishes to position the wine as a luxury product. The primary typography utilizes an elegant, flowing serif font for the "ATENI" logotype, which is elevated by a striking gold foil application. This is paired with an embossing effect on premium textured paper, adding a tactile, sculptural quality that invites physical interaction. The design system leverages contrast effectively; the light labels showcase intricate, monochromatic etchings against minimalist white negative space, while the design also adapts to a dramatic, dark label variant. Clean, structured secondary typography ensures the varietal information remains legible without detracting from the artwork.
Final Reflection
The final outcome is a striking packaging series that successfully translates the rugged essence of the Ateni Valley terroir into a sophisticated visual language. By juxtaposing raw, geological illustrations with premium techniques like gold foil and deep embossing, the labels achieve a perfect equilibrium between organic authenticity and high-end luxury. The design system effectively differentiates the Atenuri, Khidistavuri, and Shavkapito varietals while maintaining a unified, memorable brand presence that commands attention on the shelf.
Company: Lost&Found · Art Direction: Mariam Ushkhvani
