Cervinago Rosso Moralo Oa Sephutheloana by Luigi Mazzei

Cervinago Rosso Moralo Oa Sephutheloana by Luigi Mazzei is a highly esteemed winner of the very prestigious 2019 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2019

Cervinago Rosso Moralo Oa Sephutheloana

by Luigi Mazzei

Client: Azienda Agricola Cerchiara

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Cervinago Rosso Moralo Oa Sephutheloana

Mathoasong a lilemo tsa bo-1940, ho ile ha tšoaroa filimi ea cinematographic e bitsoang "noir". Sebapali se ka sehloohong se ile sa fetoha mofumahali ea lefifi, ea hohelang le ea khabane, ea apereng liaparo tse lefifi. Boitsebahatso bo emetsoeng ka moralo oa label bo khothalelitsoe ke filimi ea Billy Wilder "Double Indemnity". Semelo sa Label le mongolo oa typeface oa Cervinago o hopola litaba tse patiloeng tsa botlolo le lipstick tsa mofumahali ea lefifi. Sebaka sa tlhahiso ea libaka se atile mefuteng e meng ea mefuta. Infographics ka morao label e totobatsa likarolo tsa mantlha tsa botlolo.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Cervinago Rosso Moralo Oa Sephutheloana ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Cervinago Rosso Moralo Oa Sephutheloana e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Cervinago Rosso Moralo Oa Sephutheloana e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Thanks to the usage of a typeface 30s styles, the bottle has been dressed with a dark dress, at the same time elegant and seductive. The red lettering of Cervinago predominates over the entire label, and represents the dark lady of cinematographic stereotype of those years. The red revokes both the hidden content of the bottle and the lipstick of the dark lady on the glass, common picture in the movies.
Dimensions & Packaging: Wine bottle 75 cl Height : 280mm Diameter : 68mm
The label consists of two parts: the main label (80 x 110 mm), and the back label (70 x 80 mm)
Tags: wine, label, packaging, Packaging design, brand identity, Cervinago
Production Technology: An uncoated, matt, woodfree printing paper with a tactile hand made appearance and feel. Wet strength and anti fungicidal treated it is specially designed for the labeling of luxury goods, wines and beverages in particular.
Design Challenge: The invite to discover the mystery through the seduction of the product is a metaphorical recall to the conceptual exceedance of little known territory of Alta Ionian Calabria, out of the mass tourist destinations and ideal for lovers of natural and rural experiences linked to the high quality products poorly known and procurable.
Research: Starting from the key contents (from the conceptual basis) of the semiotic square of Floch (that defines the conceptual reason according to which a consumers choose a good or a service), the branding strategy of the label, inspired by noir movies 40s styles, conveys on the front of the bottle the playful and utopian values of the product and on the back the critical ones. Seduction and mystery, playful and utopian values capture the attention of the consumer, inviting him to discover the content of the bottle and the geographical area in which it is born.
Inspiration: The branding strategy of the label, inspired by noir movies 40s styles, conveys on the front of the bottle the playful and utopian values of the product and on the back the critical ones. The label, with a black background, takes the same atmosphere of the noir movies 40s styles, in which the main character was often an elegant seductive and mysterious woman.
Project Duration: The project lasted five months, from February 2017 to July 2017 and it was created in Trebisacce (Cosenza, Italy). It was shown at 2018 in Verona at Vinitaly International Packaging Competition 2018 (Winning the Bronze Label)
Operation Flow: The main pillars of the communication strategy are quality, territory and origin. The above mentioned values are reflected in the communication path of the label, aimed at informing the customers on the whole production cycle of Cervinago. The infographics on the back of the label have been designed to be engaging peoples, giving clues of the main features of the wine as the year, serving temperature and alcoholic richness. The main goal of the icons is to support the customer that is habits to read less and less because he is influenced by the prevailing and overabundant web communication full of text.
Team Members: Designer: Luigi Mazzei
Image Credits: Image#1: Photographer Luigi Mazzei, 2019
Optional Image#1: Photographer Luigi Mazzei, 2019
Optional Image#2: Photographer Luigi Mazzei, 2019
Optional Image#3: Photographer Luigi Mazzei, 2019
Optional Image#4: Photographer Luigi Mazzei, 2019
Image Profile: Photographer Gaetano Gianzi, 2019
Video Credits: Luigi Mazzei, 2019