Revolutionizing Wine Labels: A Volcanic Innovation

Mario Di Paolo's Award-Winning Design Transforms Wine Packaging

The Palmento Costanzo winery, nestled in the heart of Sicily's Mount Etna, has always been known for its unique concept of quality and terroir. Mario Di Paolo, a renowned designer and photographer, took this concept and translated it into an exceptional piece of branding. The result is a wine label that is not just visually appealing, but also a sensory experience that connects the consumer with the very essence of the wine.

Di Paolo's design is a testament to innovation and research. The label is printed with an extract of volcanic dust from Mount Etna, creating a tactile, luminescent, and visually stimulating label. As consumers run their fingers across the elevated label, they release volcanic dust, evoking the very smell of Etna. The natural colours of the magma are used to evoke a sense of place, capturing the fine organic wines in one label.

The creation of this unique label was not without its challenges. The process involved selecting volcanic stones from the field, pulverizing them into a very thin powder, and creating a new pigment for typography silk-screen printing. This innovative approach transformed the perception of the consumer and added value to the brand, leading to a significant increase in sales and bottle price within six months of its launch.

Di Paolo's design is a testament to his expertise in communication and marketing, particularly in the food and beverage industry. His original packaging designs and marketing strategies have won him many awards at prestigious design competitions around the world. This project, started in January 2016 in Catania and completed in December 2016 in Spoltore, is an unpublished work that showcases Di Paolo's creativity and innovation.

In conclusion, Mario Di Paolo's wine label design for the Palmento Costanzo winery is a remarkable example of how design can transform a product's packaging into a unique sensory experience. It is a testament to the power of design and innovation, and a worthy recipient of the Golden A' Packaging Design Award in 2017.