Client: Dionis Ljubniča – Vinarija Pajić
The area where the vineyards of Pajić Winery are located today was called Lubnichi (Ljubniča) by the ancient Celts, and in its basic translation, it means “fruitful”. Today’s area of ancient Ljubniča is called Bukvik, and these fertile areas at the foot of Majevica mountain were still marked on Austro-Hungarian maps from the 19th and 20th centuries as vineyards that served the monarchy with quality grape varieties for premium wines. During the great wars and immediately after, the tradition of viticulture was almost lost, partly due to the vine disease – phylloxera and partly due to the state’s lack of interest in restoring the vineyards.
Amidst the challenges, the Pajić family has taken on the noble task of reviving the viticulture tradition in the Bukvik region. They have established modern vineyards and a winery, strategically located at 160m above sea level on the slopes of the Majevica mountain, breathing new life into the fertile lands.
The label design for Pajić Winery and its selection of wines is based on these historical facts, presented through an old map found in the archives of the city of Vienna’s land register. The map in the label’s background bears witness to the wine region’s historical heritage.
Each variety of wine from the Pajić Winery is more than just a drink-it’s a delicate illustration of the Pajić family’s history. The unique and recognizable structure of a vine tree, symbolizing the three generations of the Pajić family, is brought to life through life lines, veins, and knockers in different colors of the hotfoil print. This symbolic representation not only honors the family’s deep respect for tradition but also their visionary view of the future.
