Graffetta Estate Wines: A Unique Blend of History and Innovation

An Iconic Visual that Transcends Time

The Graffetta Estate wines stand out not only for their exceptional quality but also for their distinctive packaging identity. The design team, led by Giacomo Stefanelli and Barbara Cesura, sought to create a strong visual that would express the uniqueness and difference of this special land from the rest. Inspired by the story of the land, an ancient coral reef, they conceptualized the iconic image of a magpie holding a coral in its beak.

The magpie, representing the present terroir, acknowledges and embraces the significance of its past, symbolized by the coral. This visual concept beautifully captures the essence of the Graffetta Estate wines, which blend the contemporary experience of winemaking with the rich history of the land.

The designers employed specific print technologies to bring this concept to life. The coral was printed using embossing ink, creating a three-dimensional effect that adds depth and texture to the packaging. The purpose-designed magpie, printed in black and white, emphasizes the contrast and the meeting of two worlds. This meticulous attention to detail and craftsmanship elevates the packaging to a work of art.

The Graffetta Estate wines are presented in 75cl glass Bordolese wine bottles, with a larger shoulder shape that gives them a more commanding presence. The labels feature colored hot foil for each variant, expressing their specificity and value. The coral is printed in Red 186, with braille print to enhance the tactile sensation, while the magpie is printed in Pantone Black U to accentuate the contrast with the coral. The text is also printed in Pantone Black U, using two different black films to separate the magpie from the text, ensuring optimal readability.

The design project for the Graffetta Estate wines started in May 2014 and was completed in July 2014. Throughout the process, the design team conducted extensive research to find a concept that would effectively convey the uniqueness of the wine range and the terroir. The discovery that the estate was once a coral reef, now transformed into the terroir of typical Sicilian grapes, provided the foundation for the visual concept.

One of the main challenges faced by the designers was the absence of a specific brief. The client wanted to infuse more personality, memorability, and character into their range of Sicilian wines, which previously had a generic identity. Understanding the importance of a strong concept and identity, the design team created an iconic visual that could unite the four variants of the range while maintaining a visible family resemblance.

The Graffetta Estate wines have received recognition for their exceptional design. In 2016, they were awarded the Silver A' Design Award in the Packaging Design category. This prestigious award is bestowed upon designs that demonstrate outstanding expertise, innovation, and artistic skill. The Graffetta Estate wines, with their strong technical characteristics and remarkable level of excellence, evoke positive emotions and inspire wonder.