Folonari
Wine Branding Made Modern
CHALLENGE
Claiming the Lion’s Share
Centuries of Italian heritage required a complete transformation from dusty to dynamic to help the winemaker Folonari capture share in a space where 75% of millennials decide which wine to buy while standing at the shelf. A bold new brand world that would seamlessly reach across all platforms was required to create brand recognition.
INSIGHTS
The Discovery Experience
Our research showed that millennials believe that Italian wines are high-quality and more authentic, but they want more than just heritage and great taste. They crave experiences of discovery. A distinctive label that takes them on a journey and looks great at a dinner party is the winning combination.
RESULTS
Be Bold and Proud
Building from the historical imagery and iconography of Italy’s Veneto region, the Lion of St. Mark’s in Venice stands proud, celebrating the vineyard’s heritage. Fusing old and new, the cohesive, elevated yet accessible wine branding extends off-pack with geometric color fields inspired by Italian Modernism. Providing a bold backdrop and color coding for the range of varietals, the world of Folonari beckons you to explore and discover, creating your own memorable experiences.
Before
After
“The new label design is dynamic and vibrant. Beardwood&Co. was inspired from the history of Italy, more specifically Venice, to create a design that communicates a fresh look on classic wine making. I can’t wait to see the consumer response.”
—Amanda Paul-Garnier, Marketing Director—Italy, FREDERICK WILDMAN & SONS, Ltd.
