The study of the visual identity of this new line was preceded by a market survey. We wanted to create a label suitable for a wide audience: we interviewed 100 people of various age groups, with knowledge of wine at different levels, asking them to indicate 5 labels of their taste and 5 labels considered unattractive. The test took place inside a wine shop which offered several hundred possible options.
The survey revealed that the perception of the pleasantness of a label undergoes a drastic variation between respondents under 45 and those aged 45 and over.
We then summarized in a single layout the main elements of the visual language that both age groups found pleasant and interesting in the labels that had been submitted to them for evaluation, presenting a mock-up that all interviewees, regardless of age group of belonging, considered aesthetically pleasing.
Friuli Venezia Giulia is a territory that has always been dedicated to viticulture.
This land is rich in biodiversity (very precious for the vine and for the life of those who live and see it) and which extends from the mountains to the sea.
The palette The teal blue represents, in the different shades used, a path that goes from the deep sea to the sky: the lighter shade, in fact, represents the clear sky, cleaned from the clouds by the wind blowing from the mountains.
The tear on the lower edge of the label represents the mountain ranges of Friuli Venezia Giulia, visible from every point of the Region, even from the seaside resorts.
The emblem at the center of the label is our heritage: it is in fact a reinterpretation of the emblem of Bertiolo, a town in the province of Udine where our winery is located.
The name Storia tells our story as producers and that of an extraordinary region for the quality of its wines and the beauty of its landscapes.
The lettering The choice fell on very classic characters, which harmonized with the CABERT logo and which at the same time knew how to convey a feeling of solidity and historicity to the final consumer.
The Cabert logo The historic logo of our winery has been treated with a micro- engraved relief that enhances the design and gives it body and authority, sculpting it in the paper.
The paper Cotton White was chosen, a high-thickness paper obtained 100% from cotton fibers (wood-free) and extremely tactile, whose decisive texture helps to define the personality of the package: tactile, sober and classic, but also extremely contemporary for the use that has been made of empty / full ratios and for the minimalist choice to exclude baroque workings such as gold foil, now abused.
FINAL USER: The attention to the final consumer was fundamental and priority: we involved him in the survey phase but also and above all in the design phase. More and more people want to get closer to the wine world: often, however, they do not have the adequate preparation and rely on the advice of an expert, perhaps fearing to ask questions and deepen. But the historical moment that saw the birth of Cabert Storia, that of the COVID 19 pandemic, forced many at home, trying to appreciate a glass of wine without the easy and direct advice of those in the wine industry.
Taking into account the rapid evolution in the approach to wine, we wanted to guide the final consumer in an ideal tasting of the wines of the Cabert Storia line, suggesting the ideal tasting order with a clear and understandable visual input: the different shades of blue. From lighter to darker gradations, the consumer is invited to switch from easy and fresh wines to structured and full-bodied ones. In fact, the chromatic intensity of the label suggests the order of tasting the wines.
We believe we have simplified the communication between the winery and the consumer: The goal is to give a single indication: “tasting the wines of the Cabert Storia line we suggest starting from the lighter label, continuing up to the darker one”.
A clear and understandable suggestion, and consumer friendly.