WineWay, new market concept launched by Foodwise for Halewood on Romanian market

Branding, Creativity

Romanian Foodwise Marketing, creative hub specialized in developing projects for food&beverages industry, launched on the local market a new concept, for Halewood Wines&Spirits.


The project was developed on behalf of the client, who wanted to offer to the consumers a new retail concept, in which the wines can tell their stories in a friendly and accessible manner, so everyone can enjoy equally the wine experience.

We believe everyone deserves a good wine and Foodwise team, our strategic partner in developing this project, provided the visual identity, the brand architecture and coordination of all creative resources involved so that we can create something unique for the wine consumers, a new retail concept: casual wine store

Andreea Turean,

Brand Manager Halewood Wines&Spirits Romania

The WineWay project was developed by a team of 20 members, each with specialized competencies in brand consultancy, naming, visual identity, architecture, interior and product design.

For Foodwise, the project is an illustration of the form that (communication group) Hello’s competencies and positioning on its Food Intelligence sector can give.


Our aim is, once with Foodwise’s launch, to become an integrated creative resources hub for food&beverages industry, so we can develop, with the participation of extended teams with specialization in consultancy and implementation, to the development of complex projects for this industry. In less then 2 years, Foodwise gathered a significant clients portolio, runs complex national projects and received recognition for the communication campaigns it runs by being awarded an Effie. We are honored to be able to present a retail concept (…) developed under our signature for Halewood Wines&Spirits, the biggest producer and supplier of drinks in UK, with extended operations on the Romanian wine market

Marilena Istratescu,

Managing Partner Hello communication group

The teams involved in developing the project:

  • Foodwise: strategy: Marilena Istratescu; Cristina Ionescu; creative: Cristina Diaconescu; Alexandru Mihailescu; architecture: Alexandru Gavrilescu; implementation: George Paun.
  • Halewood Wines&Spirits: Alina Praja – Marketing Manager; Andreea Turean – Brand Manager; Mihail Grama – Retail Manager.

Launched in 2015 as part of Hello communication group, Foodwise Marketing is the only agency in Romania specialized in communication for food&bev industry and runs signature projects for key players in this sector.

Hello group has 100% Romanian capital and was founded in 2010 by Marilena Istratescu, Cristina Diaconescu and Andreea Celescu. Today, the company has a team of over 20 employees and an extended team of collaborators with competencies in brand development and retail concepts.