Negrar Classico Wine Packaging

The challenge in updating the packaging for Cantina di Negrar’s Classico line was twofold. First, maintain the sense of tradition that reflects the prestige of the winery. Second, create a more modern impression with striking shelf appeal. One element of the previous packaging was maintained – the winged lion, symbol of St. Mark and a prominent figure throughout the Veneto region of Italy where Negrar is located. It is also the symbol of the winery. The background of the label and capsule feature a swirling grapevine pattern defined by a subtle black tone-on-tone effect – a traditional detail presented in a modern way. The brand name is gold foil stamped on bands of bold colour in rich hues to command attention. You’ll notice in the image above that there are two versions of the design. This is to differentiate levels of quality. The Bardolino and Valpolicella are lighter wines. The vine background is cropped behind the product information and printed in black and grey. For the premium Ripasso and Amarone wines, the background pattern covers the entire label and is created with matte and gloss varnishes over black ink.

There is an expectation of tradition from Italian winemakers. Consumers equate age-old methodology with quality and look for visual cues on the label that satisfy that belief. But for shelf presence, the characteristics of modern package design are stronger. The new design for Cantina di Negrar’s packaging successfully marries a traditional foundation with a pop of modern dynamics.