is the name of the Maison des Futailles' latest offering to Québec
consumers. Herewith the story of our exercise in transcultural
branding. . .
name search specialists' mission seemed simple enough: find a
"German-sounding" brand name. That search took them
in a number of different directions, and they soon discovered
that finding names that could be assimilated by the majority of
local shoppers was no simple task, for French (unlike English,
for example) has fewer linguistic elements in common with German.
In the end, "Wunderwein" won out over a dozen prospective
names because of its typically Teutonic spelling, reasonable length,
and link with the English word "wonderful."
the next step --the visual component of the label design-- we
borrowed the traditional colours and emblem of the country: yellow,
red and the eagle. As for the shape of the label, it recalls a
coat of arms from the Middle Ages, a period of which many vestiges
survive in modern-day Germany. The label's no-frills look sets
it apart from those of competing wines, whose designs are quite
overloaded. A few touches of gold leaf along with the monogrammed
"W" hint at the luxury positioning of the product, while
a delicate motif around the monogram echoes the wine's character:
"Exquisitely fruity, with a full-bodied, generous nose. A
vintage of freshness and subtlety." Prosit!