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ROCCA GUICCIARDA,  | International Design Awards Winners
ROCCA GUICCIARDA,  | International Design Awards Winners
ROCCA GUICCIARDA,  | International Design Awards Winners
ROCCA GUICCIARDA,  | International Design Awards Winners
ROCCA GUICCIARDA,  | International Design Awards Winners

ROCCA GUICCIARDA

Lead DesignersMariano Gioia
Prize(s)Honorable Mention
Project LinkView
Entry Description

The challenge in this project was to update and improve the perceived value without altering the essence of the product. Style should be preserved and some elements should be included so as to keep the elegance and the competitive differentiation. Gold and blue were the colours that should also be kept, since they are a vital part of the product identity.

The label design for this traditional Chianti Classico originates from a tapestry of the year 1300 hanging at Brolio Castle. Through a fine task of “graphic restoration”, the original badge and pattern were recreated, also including details, lights and a 3D look.

The elements on which we worked were: tradition, quality-price relationship and a well renowned brand name image.

The design objective was, in the short term, to project an outstanding, recognizable but more elegant image, and in the long term, to stregthen the brand in the market.