Problem Revive a nearly 20-year-old wine brand with a new label range that bridges art and wine, capturing the essence of Trentino today while staying contemporary.
Creative Thought Process (1) Explore the original Segantini-inspired label, but quickly pivot when it fails to communicate today’s freshness. Old doesn’t always equal gold. (2) Research modern artists who depict Trentino now, seeking a primal connection to nature and the mountains. Fresh air, primal roots. (3) Collaborate with Margherita Paoletti to merge female forms with nature, creating labels that are as poetic as they are distinctive. Art meets wine.
Result A label range that captivated audiences at Vinitaly 2025, using the paintings to draw visitors and elevate tastings. A launch that sparked ongoing events in galleries and high-end restaurants throughout the year.
Artist Website: https://www.margheritapaoletti.it/
