Project type: Visual Identity, Packaging Design

The brief we received outlined the need for a new brand with a unique brand concept for Italian wine. It needed to clearly and passionately communicate the love for the craft so typical of European wines, and in the same breath imbue the consumer with a sense of credibility and a strong personality. As such, the brand concept required not only the identity of a wine maker but also a world in which these Italian wines can inhabit - a story that continues to build the brand as the range grows over time.

The concept came to revolve around La Commedia Dell’Arte - a form of theater characterised by masked archetypes, which began in Italy in the 16th century. The concept for the range of wines is a troupe of vivid characters based on these classic Italian archetypes, with each wine in the range portrayed by the character that best represent the wine. Through playful positioning of typography, the colourful character on the label takes center stage and becomes a natural focal point on the shelf with a simple, communicative hook for the consumer.

The design of the label is deceptively simple yet executed with a love for the craft, where the communication becomes the ornamental elements and the typography interplay with the character to create a sense of depth. The result is a beautiful and intriguing addition to the wine shelf, with both concept and design reflecting the meticulously crafted product within. And as the range grows, so will the troupe of memorable characters on the dinner table.

2015

Agency & role
Design Director at NINE Stockholm

Client:
Prime Wine Sweden