From labels to Instagram: Alice steps into the winery. A new communication campaign for an organic Franciacorta.
- Client
- Terre d’Aenòr
- Project
- Digital · Communication campaign 2026
- Year
- 2026
Eleonora in Wonderland.
For Terre d’Aenòr, we turned the labels into the mouth of a well: a way into a world suspended between wonder and reality. The three circles on Terre d’Aenòr’s labels became a hole. Like the rabbit hole Alice tumbles down, it is where every wonder begins: from here a world opens up where perspectives and proportions suddenly shift.
An organic Franciacorta winery doesn’t need to say more, but to say it in a way people remember. That’s why the concept doesn’t decorate the label: it turns it into a door. The invitation is to step inside the winery.
To dive into a journey where time stretches, nature shapes the wines and points of view shift. From packaging to social media, one single story.
One idea, three touchpoints.
We designed the brand and packaging in 2021. Since then, our work with Eleonora has never stopped. Alice is one of its chapters, and that’s why we can be bold while staying recognisable.
- Labels. The circles become the gateway. It’s the sign you recognise on the bottle and find again in every image.
- Product. Each wine has its own Alice moment: with every sip Eleonora changes size, shrinking or growing huge, and interacts with the bottle. For each wine, a micro-interview on set.
- Digital channels. On Instagram, the gaze follows Eleonora and carries on the narrative thread that has always inspired Terre d’Aenòr.
- The creative concept and targeted paid media took reach from 45,973 to 517,264 people, 11 times as many. Link clicks rose from 1,451 to 16,007. Profile visits grew fivefold. In September, organic reach grew by 210%.
Eleonora, between dream and reality.
Alice is Eleonora Bianchi, founder of Terre d’Aenòr. No model: shot after shot, she holds a poetic dialogue with the bottles.
It’s a play on perspective: a single sip is enough for reality to expand or shrink in an instant. So the Demi-Sec becomes the “Drink Me” bottle, and the Pas Dosé Millesimato a looking glass that invites you beyond the surface.
Clothes and make-up come to life unexpectedly: folds that move, colours that vibrate. A winery portrayed like a fashion brand.
The project’s reels.
Frequently asked questions.
What is the Alice concept for Terre d’Aenòr?
It is a communication project that starts from the circles on the labels and turns them into the mouth of a well, like the one in Alice in Wonderland. The same story runs across labels, product pages and digital channels.
Where can I see the campaign?
On Terre d’Aenòr’s Instagram profile, starting from the post of 28 September 2026.
Can NSG create a story like this for my winery too?
Yes. We start from your wine, your market and what you want your audience to remember, then we choose a point of view and stick to it, from the label to social media.
