Italy is by far the most popular wine region at Systembolaget. Consumers seldom demand brands but are rather attracted to regions, grapes, and blends. They recognize graphical elements or details on the label, but few remember the producer or brand.

Brief: 
Develop an umbrella brand that can contain and highlight popular districts from Italy. It should feel safe and affordable but still stand out clearly from competitors by including graphical elements that are recognized and create an opportunity to expand the product portfolio with new variants.

Solution:
A brand of wines from the most popular and well-known districts in Italy. The name "Fratellini" means little brother in Italian, connecting to the idea that we don't offer the biggest and loudest products from the region but those that often stand in the shadows. A diagonal blue band together with a distinguishing variant color creates an opportunity to add new products without losing clarity and recognition.