I Carpini

Agency: Drogheria Studio
Creative Director: Luigi Durante
Photography: Carmen Mitrotta
Location: Italy
Project Type: Produced
Client: I Carpini
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle
Printing Process: Offset Printing on coil

I Carpini is a winery characterized by a holistic approach. Their vineyard is located on the Tortonesi Apennines, in an uncontaminated context, where the winemakers take care of the ecosystem respecting the biodiversity.

With their brand identity, we wanted to communicate the time, the care, and all the manual skills required in the production process of their wines. The production process of these wines doesn’t follow the standard rules of ageing, in fact, is the winemaker who decides when the wine is ready. The two circles logo communicates the evolution that wine undergoes, and can also be interpreted as a glass seen from above in perspective. The logo has four rotations, each corresponding to one of the categories of wine produced by the winery.

The labels have been designed using the stamp technique. For each label, we designed a figure that illustrates the name of the wine and its history. The names of the wines come from poems, so we wanted to visually describe all the romance behind them. These stamps were then inked and pressed on paper and then processed digitally, but without losing the material flavor obtained with this technique.

For I Carpini vinery wine production means time, care, and closeness to the land. Not following the standard processes, it is the wine maker that chooses himself the very right moment in which the wine is ready. The new brand identity we designed for them, wants to communicate all the poetry behind their wines, composed by patience, balance and the respect for the nature. In particular, each label is named after a poem that we have interpreted graphically and re-created using hand made stamps to stay near the earth-bound soul of the product.

The time is one of the essential aspects characterising the production process of I Carpini wine. A calm and constructive time where the spaces are important. The logo, defined by two circles, communicate the rotation and the passing of the time, required by the wine to find its perfection and can also be viewed as a glass seen in perspective form above. The logo is dynamic and in the brand identity it’s presented in four different rotations: the labels show it in a different position accordingly to the wine variety, simulating the concept of the time and the lunar phases.