Marchesi Antinori: A Mythological Storytelling System

What if a wine brand’s heritage could be expressed through a story that existed long before the brand itself?

Marchesi Antinori is a self-initiated conceptual packaging project inspired by more than six centuries of winemaking history. Rather than relying on conventional heritage cues such as founding dates, family crests or estate imagery, the concept reaches further back to Dionysus, the Greek god of wine, ecstasy and transformation.

The mythology becomes the foundation for an original illustration system spanning the bottle, gift box and a custom deck of playing cards. Drawing from Renaissance and Baroque visual traditions, the illustrations combine classical figures, animals, flora, architectural forms and ornamental details into an immersive world that surrounds the wine.

The artwork is rendered entirely in black and white, drawing from the visual language of historical woodcuts and engravings. Gold foil and embossing introduce a restrained sense of ceremony, allowing the illustration to remain the hero of the packaging.

The experience extends beyond the bottle through a concealed pocket in the outer box containing illustrated playing cards inspired by the mythology of Dionysus. The packaging becomes something to discover, collect and keep rather than simply a container for wine.

The project explores how mythology, illustration and physical craft can transform heritage into a contemporary and collectible packaging experience.