Miorita Vinars

Miorita Vinars Branding and packaging design for one of the oldest brands of Romanian brandy

Miorița is more than just a brandy — it embodies a rich Romanian tradition rooted in both folklore and a long history of craftsmanship. The name Miorița (translated as Little Ewe) references one of Romania’s most beautiful ballads, a poetic tale that blends symbolically the notions of destiny, nature and resilience. In the same way that the ballad has endured through generations, Miorița brandy has established itself as one of the most iconic vinars brands, a protected designation of origin for Romanian brandy.

For over 70 years, Beciul Domnesc has stood as a symbol of excellence in the Romanian wine and spirits industry. Over the decades, Miorița vinars has become a signature product of the company, known for its rich, aged character and excellent quality. Despite its strong heritage, Miorița was in need of a brand and packaging refresh, one that would better emphasize its origins while elevating its premium shelf presence.

Drawing inspiration from traditional Romanian motifs, the curly texture of wool, and an imposing, authoritative branding, the design aimed to reinforce the product’s top-shelf positioning. Meanwhile, the choice of bottle shape, substrate material, and production techniques created a cohesive identity across the V.S., V.S.O.P. and X.O. product lines.

The tagline “O Gură de Rai” (A Sip of Heaven), referencing an actual verse in the original ballad, further enriches the storytelling, inviting consumers to indulge themselves with a touch of this heavenly spirit.