Problem Integrate the new Ritratti wine line, rooted in art, portraiture, and cultural expression, into the Cantine La-Vis stand, without diluting the authority of the mother brand known for classic landscapes.
Creative Thought Process (1) Define spatial roles within the stand—where Ritratti could speak boldly and where the La-Vis identity would remain grounded Hierarchy first. (2) Balance color, scale, and visibility to attract attention from outside while allowing the painted female portraits to reveal themselves gradually. Intrigue over overload. (3) Extend the concept beyond branding by introducing limited art prints of the original paintings, transforming the stand into a curated exhibition. Wine meets art gallery.
Result A light, cheerful, and refreshing stand that stood out in a fair typically perceived as serious, refined, and visually restrained. Strong buyer engagement and immediate commercial success, leading to further events and activations planned throughout 2025.
Team 63DE-SIGN SRLs
