Cervinago Rosso: A Seductive and Mysterious Packaging Design

An Elegant Blend of Noir Movies and Wine

The branding strategy behind Cervinago Rosso draws from the stylistic elements of noir movies, where the main character often portrayed an elegant, seductive, and mysterious woman. The label, featuring a black background, captures the same atmospheric essence of those classic films. It conveys the playful and utopian values of the product on the front, while showcasing its critical aspects on the back.

One of the design's standout features is the usage of a typeface reminiscent of the 1930s, which adorns the bottle like a dark dress, exuding both elegance and seduction. The dominant red lettering of "Cervinago" on the label represents the dark lady, a common archetype in noir movies. This red hue not only reflects the hidden content of the bottle but also evokes the imagery of a dark lady's lipstick on a glass, further enhancing the cinematic experience.

The realization of the Cervinago Rosso design utilizes an uncoated, matte, woodfree printing paper. This specially treated paper not only gives the label a tactile, hand-made appearance but also ensures its durability and resistance to fungal growth. The choice of this paper is a testament to the designer's commitment to luxury and quality.

With specifications of a 75cl wine bottle measuring 280mm in height and 68mm in diameter, the label consists of two parts: the main label (80 x 110 mm) and the back label (70 x 80 mm). These dimensions provide ample space for the design elements to shine and convey the desired message to the consumers.

The communication strategy of the Cervinago Rosso label revolves around three main pillars: quality, territory, and origin. These values are reflected in the label's informative path, aimed at educating customers about the entire production cycle of Cervinago. Infographics on the back label engage consumers by providing key details such as the year, serving temperature, and alcoholic richness of the wine. The use of icons in these infographics caters to the modern consumer's preference for visual communication, making the information easily digestible.

The Cervinago Rosso design project took five months to complete, from February to July 2017, and was brought to life in Trebisacce, Italy. Its exceptional design and execution earned it the Bronze Label at the 2018 Vinitaly International Packaging Competition in Verona.

Luigi Mazzei, the mastermind behind this captivating design, drew inspiration from the semiotic square of Floch, which delves into the conceptual reasons behind consumer choices. By infusing the branding strategy with elements from noir movies, Mazzei successfully captures the attention of consumers, inviting them to explore the contents of the bottle and the unique geographical area from which it originates.

The Cervinago Rosso packaging design overcame the challenge of enticing consumers through a metaphorical journey of seduction and mystery. By evoking the allure of a dark lady, the design metaphorically represents the undiscovered territory of Alta Ionian Calabria, a hidden gem for lovers of natural and rural experiences.

The Cervinago Rosso packaging design is a testament to the power of aesthetics and storytelling in the world of wine. Its fusion of noir movie elements, elegant typography, and informative infographics creates an unforgettable experience for wine enthusiasts and collectors alike.