Creative Agency: Shumi Love Design
Creative Director: Valerii Shumilov
Project Type: Produced, Commercial Work
Location: Moldova, Russia, Italy
Packaging Contents: Wine
Packaging Materials: Glass, Paper
One of the most important requirements for this project was to create such a packing that would communicate instantly the product’s essence and its geographic origin. The agency was required to create a concept that would firmly declare the product’s Italian character, but at the same time do it in an elegant fashion, as one would expect from an Italian wine.
The concept presented by the agency is based on the unique Italian typography, the combination of spoken language expressiveness and the written language elegance. The main visual element of the packing is the trademark’s name styled as a handwriting in ink. On the one hand, the fine and precise strokes symbolize temperance and elegance. At the same time, the sharp and expressive lines reflect the emotional side of the Italian character. The stylized font is also present in the brand legend located on the main label. Meanwhile, the strict wine style indication and the bright stamp in the lower part of the label balance out the handwritten elements.
The label was printed on a high quality artistic paper with a range of printing and post-printing techniques applied in the process.