According to Greek Mythology, the nymph Thetis dipped her son Achilles in the River Styx in order to vanish all weakness and make him immortal. Holding him by the heel, she forgot to dip him a second time thus leaving him with a vulnerable, mortal spot. The design concept takes the actual myth of Achilles a step further, adding yet another figurative meaning to the phrase Achilles’ Heel and identifying the taste and aroma of fine wine as one of the greatest human weaknesses and desires. Adhering to the original brief which called for a strong visual identity that made this value-for-money product stand out on the shelves of various international markets, the overall design and custom typography are bold and contemporary, balancing between sophistication and affordability.

_ Bronze award at the European Design Awards 2014 in the category Packaging Alcoholic Drinks