The story of a territory occurs through the label placed on the bottle.

The evolution of wine design, a story made up of many elements that create the brand.

Lately, when we taste a glass of wine we ask ourselves what its history is. This is thanks to the evolution and extraordinary communication activity that consortia, fairs and producers have been able to do to protect and promote Made in Italy also in the world of wine. And this story can only pass through a story told by the packaging, or rather by the bottle that contains the wine, but, even more so, by the label that surrounds it.

Looking at the shelves of a supermarket, the shelves of a wine shop or the cellars of restaurants, we can notice a proliferation of labels showing off different characters, colors and formats. But what is the strategy to best communicate a wine and create corporate branding for a winery?

Wine design is based on solid principles, crucial for building the story of a product: authenticity, respect, accuracy and recognisability. Elements that allow you to create a brand ecosystem, even through a simple label, which must be, as well as beautiful to look at, effective in communicating what the company has chosen to tell about itself. In fact, we know that in the world of wine 65% of consumers choose a product based on the label. A significant percentage which makes Label Design a very important commercial lever.

The label on the bottle therefore becomes the interpreter of that story that the winery will build together with the brand design agency, with the aim of best defining all the elements that must speak of the territory in a rapid, effective and immediate way, of the production method, the grape variety and its characteristics. And they must speak both to the more experienced consumer and to those who are approaching the world of wine for the first time. Convincing him and leading him to purchase.

In the immense wine shop that the consumer finds before his eyes, it will be the bottle capable of telling him a story that will prevail and will thus be chosen. It is essential that the story is AUTHENTIC, that it truly retraces the steps taken by the company. taken by the company. A story capable of telling the past, in the present and with a future vision. This is the case of the rebranding work carried out for Cinzano (https://rbadesign.it/news/made-for-italy-il-patrimonio-dellitalianita/). A heritage, a story born in 1757, but still capable, thanks to careful research, of making the story come alive, of exciting even a young consumer.

Talking about a brand is not a banal path, you need to know how to grasp the essence, the brand identity and propose it with what are rewarding values today: simplicity, clarity, transparency. Values that become even more important in the small space dedicated to those who deal with label design and wine design. In particular, in the world of wine, clarity becomes a fundamental factor: from the choice of naming to the design. A few words that must be able to tell a territory, an experience, the history of a company. Extreme cleanliness is therefore necessary when choosing the elements to place on the label: from the lettering to the colours. And let’s return to the Cinzano case, which takes up a story from the past, always maintaining the unmistakable red and blue colours, distinctive of the company.

Another important element in the creation of packaging for the world of Wine&Spirits is UNIQUENESS, made up of many elements, including the accuracy of details. One name above all, Aperol (https://rbadesign.it/work/aperol/). A brand that alone is synonymous with an aperitif. But what makes it so unique? The design, but above all the color. That orange which, immediately, wherever it is placed – on a bottle, a bar sign, a terrace – brings to mind that bottle, that label. In a reference of visual and verbal elements that also know how to change over time, be flexible, without ever losing recognisability.

The brand always lives where people live, which is why it must be able to evolve. The history of the rebranding of Averna (https://rbadesign.it/work/averna/), a historic brand in the world of bitters, starts from this assumption: keeping itself alive in people’s minds, but at the same time always making itself current. The job of the corporate branding agency in this case is precisely to accompany the company on this path. The story starts from the territory, recovering with simplicity all those elements that have been mentioned so far. In RESPECT of an experience, of a path that should never be forgotten to remain credible in the eyes of the consumer. That same respect for the land that Fattoria La Maliosa (https://rbadesign.it/news/rba-design-vince-con-fattoria-la-maliosa-a-pentawards/) has made its own, to the point of making it a story full voice on the label, which clearly shows the production indications of a Method, the Corino ® Method. In this case, the value of this story has become a winning element of the wine design project.