✹BRAND STRATEGY

PRIMITIVO DI MANDURIA WINES


keywords: Bruno Munari, typography, wine&label design

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short description: As a team project, we have been asked to redesign the brand identity of two main wine selections of Consorzio Produttori Vino firm: Lirica and Elegia.
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goal: enhance the perception of its main products, align them with the brand core values and expand the current target to young buyers.

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concept: The idea is to depict the warm spirit of Manduria Region and its ancient roots in a fresh and young way, inspired by Munari’s approach and usage of geometry and elementary forms.

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context: Project work. Mentors: Elio Carmi and Ermanno Guida, Degree Course in Communication Design, Politecnico di Milano

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team: Federica Vismara, Francesca Viola, Ilaria Vallone

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year: 2016


BRAND ARCHITECTURE AND VALUES


 

Consorzio Produttori Vino, who call itself the “masters of Primitivo” is a cooperative that was founded in 1932. The two most sold products are: Elegia, a ruby red variety of Primitivo DOC Riserva and Lirica, a younger variery of Primitivo DOC.


VISUAL REFERENCE


TYPOGRAPHY AND COLOURS

OUTPUT


Logotypes are formed starting from primary elements (circile, square, rectangle). These shapes combined with bright and primary colours try to bring out the specific context where grapes and Primitivo wines comes from: Manduria. A naturally rich land of Puglia region, where folklore and traditions meet Mediterranean climate, fertile soil and naturalistic views.



OTHER WORKS

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