In the spring of 2025, the well-reputed and quality-oriented wine importer Johan Lidby Vinhandel came to us with an assignment. Together they wanted to develop a brand for a new wine that would enter their portfolio in late summer. 

The wine, a mineral high-quality white wine from the Hungarian grape Furmint, was to be launched at an affordable price and to a target group that chooses from the shelf at Systembolaget. We wanted the wine to have its obvious place on the table, in the go-away gift and as a water carafe or candlestick when the bottle was empty. 

We were fairly sure that the target group would appreciate the wine once they had bought and poured it, the taste profile is close to both Chablis and Riesling with clear minerality and yellow fruits. Early on, we wanted to distinguish the product from both the most classic wines with Chateau-names and designs and the playful ones with lifestyle names and kitsch as design inspiration. 

The result is Furling, a name created as a wordplay between Furmint and Darling, with a design that draws inspiration from poster aesthetics, skincare and room accessories. The pattern for the label is hand-drawn by our designer and the typography is carefully chosen to enhance and complement. Color scale is light, minty blue green on egg white fond.