Art Director: Mario Cavallaro
Designer: Annamaria Varallo
Photographer: Antonio Alaimo
Renderist: Alessandro Faiella
Project Type: Produced
Client: Azienda Agricola Guerritore
Product Launch Location: Italy
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle
Printing Process: Offset printing, Foil stamping
“A kid sees a house with a golden roof on the other side of the Bosphorus. Determined to visit it, he crosses the strait, but when he arrives, the sun has meanwhile shifted and–to his astonishment–now the roof of his own house is the one shining of golden light”. This Turkish tale that inspired Ferzan Ozpetek’s movie “Facing Windows” also tells a lot about the first time we were welcomed to the Guerritore farm. The concept of the Guerritore project was, in fact, clear since our enlightening first visit to the vineyard.
One October afternoon, Baronissi, the smell of wet earth, a 360-degree view of the Irno Valley and the golden hour. Behind us, on a land hard to cultivate so historically dedicated to easier products, rows and rows of vines. In front of us, the panorama of the entire valley: a sight of villages and towns whith a visual rhythm marked by church bell towers.
Each town, a bell tower: a distinctive sign of identity. Unlike the urban landscape, ruled by different aesthetic logics, crossing small towns and villages’ area, means looking up for the bell tower of the churches to find your way. Wines also define a territory, and, if it is good, it is the tale of the place where it is made, of its history, personality, position, climate and soil characteristics. Thus, for the labels of Fiano, Aglianico and Merlot Guerritore we have chosen to reinterpret, in a post-modern way, the images of the actual towers’ bell of the Irno Valley towns, a symbol of the Campania identity that the wines also represent.
The gold of the visual experience of the valley and its thousand golden windows shining in the sun. The gold of Guerritore wines, products of the highest quality, result of the company immediate excellence choice, and of a precious vineyard that, since that very first visit, when we turned to look at it – just like the child of Turkish fairy-tale – we recognized as the real piece of jewellery to be admired.
They are imaginary, surreal, and visionary bell towers, deconstructed into minimalist elements and redesigned with colour contrasts, optical illusions and three-dimensionality. They are a metaphorical mix of the sense of place and disorientation, popular culture and exclusivity. The range of cold colours for the freshness of Fiano, purple for a young wine like Merlot, warm burgundy for the aged Aglianico, and, especially, gold everywhere.