Consegnati i file grafici abbiamo continuato a collaborare con Vania nei mesi successivi per la messa a punto definitiva del restyling, capsule, caratteri grafici, immagine coordinata complessiva.
Finalmente, il 4 aprile del 2016 abbiamo ricevuto le etichette definitive, giusto in tempo per l’edizione 2016 del Vinitaly. Il lavoro di rifinitura, tuttavia, è proseguito anche quest’anno. Impercettibili cambiamenti nei colori e nei materiali delle capsule e tanti particolari messi definitivamente a punto.
Ma tutto è partito da quegli indimenticabili ed emozionanti mesi a cavallo del 2015 e 2016, i sei mesi che hanno posto le basi del futuro della nostra azienda.
THE ORIGIN OF THE NEW LABELS
The strategic choice of a radical change of the business image is never devoid of organizational or psychological challenges, since abandoning shapes, colors, characters, logos that for nearly twenty years have accompanied the success of our products has required a remarkable effort.
And the uncertainties almost never concerned the novelty we were looking for, but the known and reassuring past that we were about to leave.
THE FIRST RUINOUS ATTEMPT
The need for a deep restyling of labels and, in general, of the company’s brand began to arise around the end of 2013 when we began to look at the possibility of replacing the image of the labels - which were enduring the wear of time - with a woman's face, one for each wine, or alternatively a landscape that recalls the Piceno territory.
From the hypothesis, we moved to action, first focusing on the portraiture of a well-known local painter, who was no longer alive, and at the same time by contacting an absolute master of Italian painting, originating in our territory.
For various reasons related to copyright restrictions, which left few margins on the use of the artists’ works even for coordinated images needed for our communication (site, letterhead, brochures, business cards) we abandoned the project and for several months the idea was set aside.
THE TURNING POINT
Towards the end of the summer 2015, with a bit clearer ideas about what the new labels would have to convey, in a relaxed evening we tried to do a research for images on Google by setting the words "wine labels" - a bit of xenophilia wouldn’t hurt, and despite our esteem for European colleagues, taking a look at what's going on outside the Old Continent is always very illuminating - and among hundreds of label images, that of a Californian company remained imprintedin our minds, especially for the stylization of the hilly landscape of that territory.
Fortunately there was the author’s name but nothing left us to imagine what we would find by clicking on the image.
THE CROWDSOURCING AND THE COMPETITION
The era of Crowdsourcing was about to open up for our company. The Crowdsourcing is that spectacular mechanism that allows anyone to seek professional collaboration in building a project across the web, expanding the demand to all industry professionals in the world.
We were just entering the site of 99designs, the world's largest web platform specializing in offering professional graphics services.
Thousands of professional graphic designers around the world are available to anyone who needs help in that industry.
The thing that intrigued us most was the opportunity to get to the right person through a contest. An international contest between professionals that through several steps would lead to the victory of the best project that would win the prize and work.
After a couple of days spent studing the platform’s operation, we decided to sign up and open the contest of ideas. The first thing to do was to draw up the guidelines that the partecipants should follow.
Below is an extract of what we provided:
"We need to change the labels because the old ones have too many elements that don’t communicate well together and viewed saparately don’t seem to belong to the same brand.
For the new ones, we would like a coordinated image for all bottles, with few essential elements that would represent our history and tradition for new young consumers (cd generation millennials). We'd love the labels to tell our story quickly and simply.
We would not like labels that give the "luxurious" effect. What is luxurious is not for everyone, beauty appeals to everyone.
THE FUNDAMENTAL ASPECT OF THE RESTYLING IS THAT THE NEW LABELS HAVE TO GET A LONG TEMPORARY HORIZON. THE IDENTITY AND PERSONALITY OF THE BRAND HAVE TO ACCOMPANY YOUNG CONSUMERS DURING THE YEARS AND, AT THE SAME TIME, TO STRENGTHEN OLD ONES.
The label we are looking for has three elements:
A) The new logo (see PDF attachment). The logo is made up of the name of the producer "Simone Capecci" and a six-knot circle (Armilla), symbol of Piceni civilization (pre Ancient Rome), which symbolizes fertility and productivity;
(B) the name of the wine and its type, in order of importance (in brackets, we give you some notes and the expected bottle model):
Print Media: Paper "
We established the prize, published the contest and we waited. The first two days we were at least disappointed, since no one had adhered. But at the dawn of the third day, people began to join: in two days 34 graphic designers had signed the confidentiality agreement. The fourth day, with great surprise, came the first graphic proposals from a couple of professionals.
At the end of the first phase we had 40 sketches of 14 professionals with whom we talked at a distance asking for adjustments, changes, and feedbacks. Most of them were clearly understanding the request, putting us in great trouble.
At the end of the penultimate phase, the contest included a finals among the best. We chose two Italian professionals, one Swedish, one Swiss and one Croatian (the author of the Californian label that had made us discover 99designs).
The last week of interaction with the finalists was very intense and tiring, as the Swiss professional worked in Argentina at that time so we had to talk at night because of the time zone. But it was difficult for the participants too, as in those last days we decided to abandon the Bordeaux bottle format and use the Burgandy-type bottle (also in honor of our first bottled wine, that was in a Burgandy-type bottle in 1988), forcing them to review measures and proportions.
Finally, after a very stimulating and exciting month, we awarded the prize to an Italian professional from Rome that we personally invited to participate because we liked the bottle labels he had previously made - visibile in her portfolio. Our precious graphic expert is the Architect Vania Gianese, who you will know better in the next post of the blog. Once we delivered the graphics files we continued to work with Vania in the following months for the definitive fixing of the restyling, capsules, graphic characters and the overall coordinated image.
Finally, on the 4th of April 2016, we received the definitive labels, just in time for the 2016 edition of Vinitaly.
Finishing work, however, continued also during this year. Imperceptible changes in the colors and materials of the capsules and many details that have finally been developed.
But it all started from those unforgettable and thrilling months of 2015 and 2016, the six months that laid the foundations of our company's future.