This called for a wine design capable of introducing a distinctive visual element, while remaining fully consistent with the brand’s language and the identity of the project.
Idda was founded in 2016 from the collaboration between two great wine families, Gaja and Graci, united by the desire to explore and interpret an extraordinary terroir: the south-western slopes of Mount Etna, between 600 and 800 metres above sea level.
In Sicilian dialect, “Idda” means “She”, and it is the way local people refer to the volcano: a maternal yet capricious “mountain”, both everyday and extraordinary.
A living presence, feminine, powerful and unpredictable.
To give shape to this intense identity, an abstract, essential and contemporary representation was chosen.
The curves of orographic maps were reinterpreted and transformed into elements of a dynamic graphic system, evoking the conical shape and energy of the volcano.
In the label design, colour plays a central role, as it does in Sicilian culture. The chromatic nuances recall the natural elements of the territory and create a sense of movement, with an optical effect that enhances the perception of three-dimensionality.
The composition guides the eye towards the summit, the crater, where the brand name is placed.
The labels are produced on simple gloss coated paper, allowing the strength of the graphic concept to take centre stage.
Contrada Stella is a wine produced from a cru of approximately one hectare, located at 800 metres above sea level in the Biancavilla area. It is a deep and highly distinctive interpretation of Etna, one that required enhancement both from a production and a visual perspective.
The packaging needed to introduce a perceptible variation within the system, without disrupting the overall balance of the Idda project.
We explored a stronger chromatic contrast through the introduction of a poured-gold finish, originating from the centre of the illustration and expanding outwards, like the fine dust generated by a volcanic explosion.
The hand-drawn, deliberately irregular dotted texture introduces a crafted, organic element, reinforcing the sense of naturalness. The result is a refined embellishment that heightens the perception of both the graphic sign and the territory, through three-dimensionality and material presence.
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