What was the main challenge for the Santa Margherita Group wine labels?

The family-owned wine group needed to update its visual identity and increase shelf presence while respecting Italian wine label conventions and preserving the spirit of previous designs.

How did the designers address limited visibility for Torresella wines?

They created an innovative logo combining a T-shaped vine stem with a regional floral background, resulting in a fresh, modern, and affordable aesthetic that stands out on shelves.

What role does the family crest play in Sassoregale's new identity?

The family crest occupies a central place on the label, communicating both the wine's provenance and heritage while being recognized by existing customers.

How should wine label design balance tradition and innovation?

Wine labels should blend conservatism with modernity through strategic use of elements like gold foiling, subtle backgrounds, and adaptable icon designs that function as both illustration and symbol.

Case Study: Santa Margherita Group.

A logo that crosses the line of hand-knit detail and illustrative design across a series of wine bottle labels.

Publié le: 10 octobre 2022
Lecture: 2 min
Thème: etude de cas

Case Study: Santa Margherita Group

A logo that crosses the line of hand-knit detail and illustrative design across a series of wine bottle labels.

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Context

Brand History: An Italian wine group owned by a family that needed to update its visual identity and strengthen its presence on store shelves while preserving the spirit of previous labels and respecting Italian wine label design conventions.

Studio: Minale Tattersfield Design Strategy Group

Art Directors: Marcello Minale, Ian Delaney, Valeria Murabito, Chris Mitchell, and Andrew Davidson

Typography: Santa Margherita: Custom
Torresella: Jupiter
Sassoregale: Mason

Colors: Santa Margherita: Burgundy (PMS 188)
Torresella: Gold
Sassoregale: Gold

Torresella: A New Logo for Enhanced Shelf Presence

Torresella wines, sourced from vineyards in eastern Veneto, Italy, recently underwent a visual refresh. Their potential was underutilized, partly due to limited visibility. Minale Tattersfield Design Strategy Group addressed this challenge by creating an innovative logo that combines a T-shaped vine stem with a regional floral background. This new label evokes a wine that is fresh, modern, and affordable, cultivated in harmony with nature. The brand has since extended to Prosecco.

Sassoregale: A Fresh and Rooted Identity

Located in Maremma, Tuscany, Sassoregale's vineyards benefit from a wild and preserved setting. The previous labels failed to reflect the brand's origin or spirit. The new identity features a boar's head, communicating both provenance and the wine's heritage. The family crest, already recognized by customers, holds a central place on the label. The challenge was to marry family history with a modern winemaking approach. The designers created a strong and reassuring identity while preserving certain traditional elements.

Marzotto: A Logo Linking Tradition and Modernity

The new Marzotto logo, featured on most labels, depicts the family villa. It underscores the family's centuries-long connection to the region and strengthens the brand's shelf presence.

Wine Labeling: Balancing Tradition and Innovation

Wine labeling is a domain where creativity thrives. Traditional brands, loyal to classical conventions, must compete with bolder and more colorful designs. It is essential to balance conservatism with modernity through the use of gold foiling and subtle backgrounds.

The T-shaped vine stem combines detail with simplicity. It functions as both illustration and icon, adaptable across various colors.

The logos on all three bottles follow a classical arrangement, with the logo positioned above the name. This layout makes the range immediately recognizable and conveys implicit messages about the brand's values and quality.

Stratégie & Marketing

Du même thème.

Stratégie & MarketingÉtude de cas : Croatian National Tourist BoardUne identité visuelle multilingue pour la promotion du tourisme en Croatie, un pays méditerranéen aux villes chargées d’histoires et aux mers paradisiaques.Stratégie & MarketingÉtude de cas : The New York TimesAyant subi que des modifications mineures malgré 150 ans d’évolution de la conception, une marque de journal passe du courant aux distinguées.Stratégie & MarketingÉtude de cas : The port of Long BeachUn port commercial majeur du sud de la Californie nécessitait une nouvelle identité de marque pour aider à convaincre les communautés proches qu’il serait un bon voisin et non une menace.

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Ce que vous vous demandez peut-être.

What was the main challenge for the Santa Margherita Group wine labels?: The family-owned wine group needed to update its visual identity and increase shelf presence while respecting Italian wine label conventions and preserving the spirit of previous designs.
How did the designers address limited visibility for Torresella wines?: They created an innovative logo combining a T-shaped vine stem with a regional floral background, resulting in a fresh, modern, and affordable aesthetic that stands out on shelves.
What role does the family crest play in Sassoregale's new identity?: The family crest occupies a central place on the label, communicating both the wine's provenance and heritage while being recognized by existing customers.
What does the Marzotto logo represent?: The Marzotto logo depicts the family villa, emphasizing the family's centuries-long connection to the region and strengthening brand presence in retail environments.
How should wine label design balance tradition and innovation?: Wine labels should blend conservatism with modernity through strategic use of elements like gold foiling, subtle backgrounds, and adaptable icon designs that function as both illustration and symbol.