Cyclicity and Karma are the keywords that inspire the design of the new Organic line labels, designed and produced for Cantina Colli Ripani. The primary goal is to leverage the new identity of the bottles to convey the theme of organic production and environmental sensitivity by stressing the value of respect and an objectively good product quality.
To purchase an organic product is to choose from a biunivocal field: it’s good for us and it’s good for the planet. In fact, in reading the new labels the consumer should be able to grasp the importance of the value of the cycle. Give respect to get respect, offer kindness to receive kindness, choose quality to benefit from it, all the way.
The design of the new labels literally revolves around this theme. The consumer and nature are linked in a continuous cycle. The concept was put into practice by designing a layout with an “open” message, a headline without a well-defined beginning or end, but rather with a circular format, designed to be read as a virtually endless loop.
The message reads: rosso piceno, passerina and sangiovese are the good fruits of a land that is cultivated with respect, in a continuous cycle, where care creates the best taste when drinking (and then again) rosso piceno, passerina and sangiovese are the good fruits of a land that is cultivated with respect, in a continuous cycle, where care creates the best taste when drinking (and so on)…
In line with this concept, its graphical elements emphasize the balanced rhythm of cyclicity by wrapping the bottle with geometrical patterns that symbolize the rows of vines, with three different patterns.
Respect for the land, which in turn gratefully gives back the same gentleness, is also conveyed through words, marks and colours to give an organic feeling that goes beyond the traditional certifications.
Client: Cantina Colli Ripani
Agency: Andrea Castelletti
Concept and Design: Andrea Castelletti
Creative Director: Andrea Castelletti
Art Directors / Graphic Designers: Andrea Castelletti, Camilla Gatti
Copywriter: Camilla Boselli
Photo: Hans Leopold Helm