Designer: Alena Zhokina
Project Type: Student Project
School: British Higher School of Art and Design
Location: Moscow, Russia
Packaging Contents: Wine
Packaging Materials: Paper
Abruzzo Region Winery Rebranding
Let us start with the story.
For over a hundred years (since 1912) the Giordano family has been owning a land in Abruzzo region, in the heart of Italy, where they grow grapes.
Grandfather Giordano divided the land into several pieces based on grape varieties growing on them and assigned to the pieces first letters of alphabet. We used this fact as a basis for creation of names for the new wine. Each letter corresponds to a definite piece of land and grape variety. Over the years the winery had been gradually falling to decay until it was headed by Massimiliano Giordano. Having understood that the time is now for change, the Giordano family approached me to create new image for their winery.
Our major goal was to announce ourselves and defy stereotypical image of ordinary home winery, while not losing rich family heritage. Specially for you a detailed map of our vineyard was designed, and we would like to invite you to take a walk through our winery. Update label baseline and create images for the two new lines of wine (champagne and premium). Each has its own requirements and challenges, but it must look like a common brand.
It took a while to decide how to tell the world of our great wine. Then it came to our minds that the fastest way to get to anywhere in the world is via Google Maps. Anybody can do that and there’s nothing special about it. However, despite the digital age we live in, we still use hand labour at our winery and we would like to share our experience with you.
Every customer becomes a part of our family, a part of our story.
The new logo represents a bridge, the connection between our family heritage and today’s world.
Frames and cartouches were often used in maps, so we decided to combine a hand-drawn map with a simple laconic logo imitating a modern cartouche.