Muro
Background:Brief:
Develop a brand with a distinctive yet reassuring expression for a wine originating from a relatively unknown area in Italy; Puglia
Solution:
The town of Trulli is the most famous place in Puglia, where the buildings are included on UNESCO's World Heritage List. The buildings are cone-shaped and constructed from interlocking small stones. Each building has a decoration that is unique to each house. The design is a direct translation of these buildings, where the bottle shape, label format, and other graphical expressions help highlight an unknown part of Italy in an exciting and relevant way.
Most Italian wines at Systembolaget have a similar expression strongly linked to traditional aesthetics. It's difficult to launch a product with a different expression as the traditional one is so deeply rooted in consumers' consciousness.
Develop a brand with a distinctive yet reassuring expression for a wine originating from a relatively unknown area in Italy; Puglia
Solution:
The town of Trulli is the most famous place in Puglia, where the buildings are included on UNESCO's World Heritage List. The buildings are cone-shaped and constructed from interlocking small stones. Each building has a decoration that is unique to each house. The design is a direct translation of these buildings, where the bottle shape, label format, and other graphical expressions help highlight an unknown part of Italy in an exciting and relevant way.
Photos By Danger Österlin, Auri, Monica Turlui
