Lucarelli wine

For the rebranding of Lucarelli, an Italian winery based in the Marche region, Fond developed a refined and minimal visual identity that celebrates the deep connection between wine, land and tradition.

The packaging concept draws inspiration from the vineyard itself. A series of horizontal lines evokes the orderly rows of vines that shape the landscape, translating the geometry of viticulture into a distinctive graphic language. Running across the labels, these lines partially conceal and reveal the names of the wines, creating a subtle interplay between typography and pattern.

The design follows a consistent visual system across the entire collection. Each wine is distinguished by a different metallic foil color — from blue and gold to rose gold and silver — giving every variety its own identity while maintaining a cohesive and instantly recognizable aesthetic. The clean white background and understated typography enhance the contrast with the metallic details, creating a contemporary and elegant look.

Special attention was given to printing techniques and tactile finishes. Metallic foil stamping brings the horizontal lines to life, creating reflections that change with the light, while the embossed winery emblem adds depth and texture to the paper.

The result is a sophisticated packaging identity that balances minimalism and craftsmanship, transforming the geometry of the vineyards into a distinctive visual signature for Lucarelli.