Graz, Austria – A motif can mean a decorative image or a recurring theme in artwork. The branding identity of Austrian company Motif Wine embodies this notion of a recurring decoration with a collection of wines with colourfully patterned labels and few words.
‘We believe the time is right for a wine without many words,’ says the company. ‘What we see, taste and smell is Motif. Explained only by a name in the local dialect and a pattern of colour, our Motif is understood by the glass.’
The six wines in the collection – four whites, one red and one rosé – each have a different pattern and are given a one-word name that summarises its essence. One white wine is called Gschekat, which the company translates as ‘colourful, confused and many-sided’ without a hint of what ingredients or grapes are used.
The removal of information from labels is becoming a new unique selling point. For more on how alcohol brands are adding mystery, read about cryptic consumption in our Alcoholic Drinks Market report.