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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.

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