ELLOINOS is the blog and enterprise of the dynamic wine entrepreneur Markus Stolz, who's on a mission to put Greek wine on the map of global fine wines. We discovered that Greece has a vast number of unique grape varieties (over 300). Greek wine is a new territory for wine aficionados and an exciting one. One can experience a whole new dimension from the old vineyards of Santorini that produce the philoxera-free exiting Assyrtiko to the eclectic Xinomavros of Naoussa.
The new identity for ELLOINOS needed to be away from the stereotypes of the wine industry. It also needed to echo the craftsmanship that goes into producing those fine new wines. The brand idea "never get bored" encompasses the true offering of Greek wines and Markus' restless social media discussion about them. It is about capturing imagination and curiosity but being true to ELLOINOS' mission and values. The symbol is an ever changing mark to serve as logo (see above), which is the base of a design system that can be applied creatively in a range of media. Business cards and marketing materials make use of this dynamic approach expressing a powerful identity. A critical asset of the new identity is Markus' avatar, which was designed to attract attention and be memorable and fun while expressing Markus' personality. To put all that in a tiny icon that renders crisply at as low as 50pixels is an exercise in minimalism. Happily, we learned soon that the avatar is working as intended, from the vast positive commentary on social media. In a few minutes, it captured the attention of wine-internet-guru Gary Vaynerchuk who tweeted back the message above