The challenge of change
Faithful to the original labels for over 40 years, it was time for Capannelle to move fowards. The restyling has created a new outfit for 4 of our wines: Rosato Toscana Igt, Chianti Classico Riserva, Chardonnay and Solare.
This is definitely a revolution that intends to communicate the elegance of our wines with a direct language able to engage even more the consumer and focus his attention on the wine itself.
Trends change but wine has the duty to remain a guarantee of quality and a true expression of terroir.
“We were thinking over the label for our grappa and were working on the painting of one of the first Chianti flasks – says Manuele Verdelli, Sales Director at Capannelle – when following the suggestion of James Sherwood, Capannelle owner, we decide to restyle also the other labels which have been the same since 1975”. Thanks to the effort of famous designer Massimo Vignelli (author of many successful brands such as America Airlines and Lancia) we started a project, lasted for more than one year, that resulted in a complete restyling of the whole packaging: from the label to the new “Golia” bottle shape.
The new label focuses on the vintage, with each wine being identified with a specific colour. In this way it is possible to identify immediately the wine and at the same time the attention focuses on the vintage. In this way all the bottles have been aligned to the only label that has remained identical from the very beginning: that of 50&50, identified with copper colour.
“We want to state the vintage in a very clear way – says Capannelle Technical Director and Winemaker Simone Monciatti – underling the fact that the wine is, for example, a 2012 vintage, is a matter of honour, a form of commitment towards our customer”.
We wanted to create a label suitable for tomorrow and the future, trying to anticipate a global market which is expanding everyday and where we work daily selling over the 70% of our production.
For us it is a breakthrough and a challenge to work with this new packaging whose aim is to communicate in a more immediate way Capannelle soul: the wine.
The four new labels identify each different wine with a different colour: the majesty of gold has been chosen for Solare, a diamond silver for Chardonnay, a ruby red must colour identifies Chianti Classico Riserva while the freshness of pink perfectly expresses Rosato Toscana Igt.