Lato Mare (Tenuta Cocci Grifoni)

LATO MARE
Slow living in a bag-in-box

Lato Mare is a bag-in-box project developed for Tenuta Cocci Grifoni, intended for a young Northern European audience and built around the idea of an Italian “slow life” interpreted in a light and accessible way.

The brief aimed to create something joyful, immediate, and disruptive, using the cultural contrast between Northern Europe and the imagery of Italian lifestyle as a starting point.

The name is intentionally Italian, chosen to reinforce the idea of slowness and simplicity through familiar, everyday words.

SOLUTION

The naming starts from the concept of the sea as a shared visual and emotional reference — an essential element of the landscape visible from the winery itself.

“Lato Mare” combines this imagery with the idea of perspective: a “side” of life, a different point of view on everyday experience.

The visual system is built around summer-inspired, energetic colors, designed to communicate immediacy and approachability.

Handwritten lettering is applied on the two main faces of the bag-in-box, introducing a human and informal tone that reinforces the spontaneity of the project.

RESULT

The result is a packaging system that translates the idea of Italian slow living into a direct and playful visual language.

Lato Mare becomes an accessible and recognizable object, designed to stand out through simplicity, color, and cultural association rather than complexity.