12 / 16 / 2016

The label as the primary vehicle of storytelling

If we look up the meaning of “history”, we find it defined in terms of “research, investigation, and cognition”, that is well defined activities and concepts that naturally evolve into “knowledge” and “vision”, underlining how “knowledge” and “observation” are closely correlated.
If we look up “story”, on the other hand, it is interesting to read that it is a “composition… generally dedicated to a single event and intended to be read uninterrupted, distinct from a fairy tale as it tends to represent facts as they actually occurred.”
A fitting description, then, of the core activities and characteristics of storytelling, a term that has become popular today and is now essential to all businesses that are mindful of their own unique values, roles and objectives. The importance now attributed to communicating content in order to initiate, nurture and consolidate a dialogue with one’s customers – both existing and prospective – stems from the realisation that the messages and the unidirectional way of communicating that businesses used in the past were schematic and superficial. In a word, communication was ineffective and, above all, failed to take into account the fact that people want to be an active part of the business-customer relationship.

Natinco Produttori Moscato
Naming e packaging

There is no product or industry that is unsuited to storytelling, however the wine industry is certainly among the most privileged sectors for its historic and profound affinity with the creative and intuitive faculties of the mind and, consequently, with culture. As Luigi Veronelli once put it so beautifully: “Wine is consumed for this miracle. It drives intelligence to greater things.” And in the story of wine, in the recounting of its personality and its values, the label on the bottle continues to be the protagonist and does most of the work in what can be a series of coherent communication activities and languages. To contextualise these concepts, we’ve selected our recent project with the Produttori Associati Moscato d’Asti, intentionally avoiding experiences with private producers with which, by the way, we have been applying the same methodological approach for around 35 years. The project began with an in-depth analysis and research that would allow us to identify the contents and values on which to construct the new identity. A strategic analysis allows us to define the design direction and positioning, but also other aspects such as pricing and distribution strategies, and the content and tone of the communication.

Natinco enologo
Mario Berchio, enologo Natincò

The name of the wine had to express the collective character of the initiative and its ambitious purpose: a large association of grape growers and winemakers who decided to create a wine that would become a landmark producer for its type through the perfection of a well-defined productive method. In logical relation with the name chosen, Natincò, the image represents a group of people singing in a choir creating harmony and at the same time, expressing the particular production method used for this Moscato, which involves the selection of grapes from the high, medium and low altitude hills, assembled during vinification to obtain the best possible quality.

The label shows an elegant, refined choir, in accordance with the characteristics of the wine, and at the same time evokes Italian musical tradition that, most universally recognised and with its highest expression in opera. An additional and highly characteristic aspect is the colour, adopted for its distinctiveness, memorability, and immediate evocation of the fresh and floral perfumes of the wine. All of these elements of content contribute to creating and expressing a sense of uniqueness and originality through a sensory structure that each observer interprets individually, from different perspectives, influenced by their own cultural traits, their personal sensibilities. In order for storytelling to be effective, it is essential that the emotive content and authenticity are tangible and easily perceptible, this is one of the reasons why we used the real produces as models. The winemakers of Moscato participated with enthusiasm, openness and humility to create their own communication tools.

All consequent communication, in its various forms that range from the website to a series of viral videos, from advertising to the classic trade folder, stand and digital presentation, responds to a principle of coherence that guides and accompanies the design of every tool so that they all work together. As Jung so astutely describes: “the observed moment is the sum of all ingredients”.

natinco strumenti di comunicazione globali
Comunicazione integrata e immagine coordinata

Tag Global design, Packaging

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