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We have defined the brand strategy, name and slogan for the new brand of top wines produced in the best wine-growing locations in the unique white soil on slopes just beneath the town of Buje, in Istria.

Bastiàn wines are a married couple’s passion project. Recognizing the God-given beauty, uniqueness and potential of the landscape and Istria’s white soil, native vineyards, the couple decided to work on the wines with one of the most renowned oenologists. Bastiàn wine is a product of their passion, perseverance, and desire to create an unforgettable wine and story.

Exploring the micro-location, we identified the key elements in creating the story of the new wine. The vineyards are located on the hills beneath the town of Buje, which was once known as the watchman of Istria due to its position and the bell tower of St. Servol. The uniqueness of the terroir is manifested through the numerous water sources after which Buje is named, but also the white Istrian soil that allows the roots of the vine to go deep into the soil, searching for water. We were also inspired by the breathtaking view of the Adriatic and the Alps.

Foto Cetkovic

Each of these elements led us to create the story of Bastiàn wines:

”Buje has been keeping a watchful eye over Istria for centuries. Since the Middle Ages, the town has been known as the “Guardian of Istria”, protecting the endless vineyards and olive groves, and thus the lives of the locals. The view from Buje stretches from green Istria, to the blue Adriatic, and extends all the way to the white capped Alps. This God-given position protects people from danger, because Istria has long been the target of invasion, precisely because of its valuable land. Over the course of time, these various invaders tried to usurp the local’s ownership of this beautiful region. 

Here, everyone, from the ancient Greeks, Histrians, Romans, Italians and Croats, was engaged in the cultivation of grapes in Istria. As a result this place has rightly been considered the best for growing grapes and making wine. Many people have come to know Buje’s special position, the peculiarity of its white soil, its height, clean air, and resolute, deep roots that search for water, and the alternating sun and rain, all of which result in wines with a refreshing taste.  These wines are reminiscent of a fragrant spring morning after a rainy night. The notes of each wine are cleaner, fresher, more mineral, and have richer aromas.

Standing on the slopes and tops of these vineyards, or in the old town walls, we get the impression of a freedom that can inspire us, making us leave the everyday. We preserve what is important and valuable and work devotedly in the white soil that rewards us with top quality wines.

Thanks to our work and dedication, we can better distinguish the important from the irrelevant, the truth from the untruth, granting us the feeling of being freer and happier.”



We named the new wines Bastiàn, which in the local dialect signifies St. Bastian (Sebastian), one of the patron saints of Buje. With the slogan “Dedicated to Istria’s White Soil”,  we emphasized the preservation of the white Istrian soil.

The inspiration for the design, created by art director Maja Bagić Barić, came from the story of St. Sebastian. The arrow as a detail on the sign points to St. Sebastian as the guardian of the white soil, but also of Buje, which has always held vigilant watch over Istria. The backgrounds of the wine labels are reminiscent of the white soil and vineyards viewed from above. The texture of the white soil is shown by free line strokes showing cracks and details on the ground. In addition to the lines on the surface of the land, details such as green leaves and dry grass are visible, but also traces of animals that people encounter in vineyards, such as deer.


Brand Strategy & Creative Director: Anja Bauer
Senior Brand Consultant: Petra Despot Domljanović
Name Consultant: Anja Bauer
Copywriter: Anja Bauer
Senior Brand Implementor: Jelena Mezga
Art Director/Designer: Maja Bagić Barić
Photography: Maja Danica Pečanić, Saša Ćetković