Colle Vecchio (Tenuta Cocci Grifoni)

COLLE VECCHIO
The label that marks the passing of time

Colle Vecchio celebrates the history of Pecorino — a grape variety deeply connected to the Marche region and rediscovered by Guido Cocci Grifoni, who bottled it for the first time in 1990.

The project originates from the desire to transform the passing of time into the central narrative element of the label, turning each vintage into part of a continuous visual story.

Rather than focusing on decorative heritage, the design aims to build a system capable of expressing memory, evolution, and continuity through a minimal intervention.

SOLUTION

Developed in collaboration with Andrea Castelletti Studio (concept & design), the label system is built around the idea of chronology.

Each vintage becomes a visual marker, progressively constructing a narrative that connects the wine to its origins, the territory, and the figure behind its rediscovery.

The front label works through reduction and sequencing, using numbers and temporal progression as the core graphic language. The back label completes the narrative through a concise textual intervention that explains the history of the wine and its relationship with aging.

The system reflects the nature of Pecorino as a white wine capable of evolving over time, translating this characteristic into a restrained and structured visual identity.

RESULT

The result is a label that uses time itself as a design element.

Colle Vecchio becomes both archive and narrative, where each new vintage contributes to an evolving visual system while preserving continuity with the previous editions.

The project received an Honorable Mention at the XXXI Edition of the Premio Nazionale Etichetta d’Oro 2025, during the opening of the Museo dell’Etichetta.