A recent redesign aimed at keeping the company’s image in synch with contemporary consumer sentiment resulted in a project that has brought added definition and 21st-century touches to the brand identity at the same time that it paved the way for relevant future updates. Robilant Associati, a leading Italian brand and strategic design group, guided the redesign. GuidottiCentroStampa, part of the global Multi-Color Global Label Solutions group, produces the new labels. The substrate for Ferrari Maximum Brut labels is a self-adhesive film labelstock—a 120-micron white PE film delivered on a glassine release liner and carrying a wine label adhesive that resists moisture ingress and enables the label to stay on the bottle even after extended time in the ice bucket. Additionally, the bottle seals are printed on a self-adhesive metallized paper with a wine label grade permanent adhesive.
Says GuidottiCentroStampa’s Filippo Guidotti: “The film labels for Ferrari Maximum are printed offset on a combination reel-to-reel press, with additional in-line embellishments – hot foil blocking in gold and copper, and embossing – to create the traditional look of a sparkling wine label. They’re finished off with a gloss screen varnish and an anti-scuff varnish before kiss-diecutting to their familiar shape, to make sure their good looks last for the life of the bottle.’
This was a challenging portfolio of on-press processes, even for self-adhesive labels, says Guidotti. “Scuff-resistance was a critical factor for Ferrari, of course – but the combination of inks, delicate embellishments, and varnishes meant we had to run many trials before we achieved the result we wanted.” The labels are applied automatically to the bottles with the accuracy of positioning and smooth, bubble-free finish that are the speciality of self-adhesive labels.
For the vintage Ferrari Perlé bottles, GuidottiCentroStampa uses a traditional gold metallised paper face stock. It is partnered with an adhesive with long-ageing characteristics, suitable for the cool storage conditions of the wine cellar as well as chilled ice bucket presentation, and a glassine liner. This dedicated self-adhesive wine labelstock is used for both the Ferrari Perlé primary labels and the neck seals. “We print both these labels in a combination of reel-to-reel offset and flexo, hot foiled in gold and embossed. They are finished with a protective coating and embellished with high-gloss screen varnish prior to kiss-diecutting,” says Guidotti.
The functional characteristics of the self-adhesive label laminate are a strong argument for employing them in wine labelling. The combination of label face material, adhesive (which can feature an enormous variety of special capabilities), and the release liner, which delivers the label to the bottle are, on their own, a flexible, versatile, and effective solution. Add to that the exceptional possibilities for creating complex on-press aesthetics and, as Ferrari Spumanti’s Marcello Lunelli says, “you achieve the ultimate symphony of taste, smell, and image.”