Lidl Greece Illustrates Premium White Wine

Exceptional wine often seems impossible. Cultivating first-class grapes and balanced blends is a painstaking process. Yet, with passion, dedication, & high technical expertise, it is possible since, as they say, “the power of love moves Mountains.” In Greece, a similar saying goes like this (roughly translated): “Mountain With Mountain can’t meet, yet everything else is doable.”

To launch this premium Retail-owned Brand white blend wine from Lidl Greece, agency Caparo DC borrowed a core part of the folk saying and used it for the label’s name: “Mountain With Mountain.”

Lidl Greece was working to upgrade its wine cellar image & scale its wine portfolio. The design brief required a final product that would stand out to attract consumers-wine lovers who don’t buy only following the best-price deals. At the same time, the look & feel should reflect an inclusive profile aligned with Lidl’s brand strategy—keywords: unique, mid-upper, local, and true to the product.


Like a mountain range, the custom-shaped label wraps around the bottle, providing stopping power. A name/title with storytelling attributes sets the base for the handmade illustrations to develop. Mountains & vineyards drawn with eye-catching strokes present the product’s roots & reflect its purity. Raw & detailed, natural & sophisticated: a balanced result similar to the delicate blend of the dry wine varieties.

Like a movie title or a book cover: the label sets a tone, creating an ambient vibe full of multi-dimensional connotations calling us to play and discover them. And isn’t it that exact same sense every sip of rare tasteful wine creates after all?

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By Published On: February 19th, 2023Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.