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Challenger wine brand shakes up category with disruptive design

New wine bottle design pays homage to Italian heritage with historical images and bottle neck embellishments.

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Piedmont, Italy-based wine company Araldica has unveiled a new wine, Fazzoletto, with the packaging and brand identity from design specialist Denomination.

The challenger brand from Northern Italy has a contemporary wine style and is made using revolutionary winemaking techniques, which needed to be reflected in the design.

Denomination developed a compelling brand story around the “fazzoletto,” which means “neckerchief” in Italian. This term describes Italian partisan fighters who wore red fazzolettos in combat as identifiers at the end of World War II.

The name captures the contemporary and rebellious feel of the new brand that flies in the face of the traditional wine category, but also serves as an authentic nod to Italian heritage.

The brand identity of Fazzoletto is brought to life by bottles that feature black and white images of famous Italian sculptures that have been vandalized by an unseen hand that has tied a red neckerchief in a humorous way on the sculpture. Denomination further elevated the famous red neckerchief by tying a mini fazzoletto around the neck of each bottle.

The pop of the red neckerchief against the moody black and white images helps the bottle stand out on the shelf and attract attention as an intriguing and interesting new Italian brand.

The black and white imagery, as well the prestigious Araldica badge on the front of the bottle, adds Italian authenticity and sophistication, completing the strong and appealing shelf presence.

“We feel the design of Fazzoletto completely encapsulates its wine style, which is the product of a revolutionary approach to Italian winemaking,” says Anna Brolin, Managing Director, Denomination. “When the wine is as subversive as it is, it definitely called for a brave approach. The finished product looks amazing on shelf because it is so different but also premium.”

“The packaging design created by Denomination reflects the mischievous spirit of our product and will help it to shake up the category too,” says John Leech, Commercial Director, Araldica. “It stays true to the brand, and the design is so different from everything else going on in the sector, that it will really grab consumers’ attention.”

Fazzoletto is rolling out in the U.K. starting April 2017, primarily to U.K. off-trade.

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