The restyling of the Berlucchi master-brand was a response to various crucial requirements: to raise the perceived value of the brand and restore its identity as belonging to a territory renowned for excellence, a phenomenon first instated by Berlucchi itself in the late 50s. Our work on the logo improved legibility and elegance; the complete redesign of the heraldic symbol introduced more personality and authenticity, thanks in part to the insertion of the monogram with the initials of Guido Berlucchi.
Restyling the Berlucchi master-brand, we found we needed to consider the characteristics of each line of products (identity, target, market), which have many aspects in common, and consequently redefine the brand architecture of the four lines that constitute the product portfolio: Cuvée Imperiale, Berlucchi ‘61, Cellarius, and Palazzo Lana.
The emergence of Franciacorta as a territory that produces wines suitable for ‘spumantization’, is a relatively recent phenomenon. It all began with the production and experimentation of the pioneering Franco Ziliani in the late 1950’s, who found an enthusiastic supporter in Guido Berlucchi. In 2011, the fiftieth anniversary of the company coincided with the eightieth birthday of Franco Ziliani; for this reason, the bottle that testifies the vertex of all Berlucchi production was given a particularly researched packaging of great impact, created using due copper elements that integrate with the label and give the packaging value and absolute originality.
By creating several distinct lines of products, Berlucchi chose to diversify their product portfolio, categorising the products to target specific types of consumers. With the ’61 line, the company not only affirms its prominence in Franciacorta wine production, but also makes the perception of its own identity more current. With this in mind, the project created a new style for the packaging, which would appeal to younger consumers in trendy bars and fashionable restaurants. The study of the packaging triggered the development of a particularly striking mood that would be applied to the secondary packaging and display elements for events. With the Cellarius line, on the other hand, Berlucchi targets a more traditional consumer, more in line with the classic and elegant packaging used for the Cellarius brand. The perceived value of the products is increased by the structure of the label. The Palazzo Lana line targets a more mature audience, experts with refined taste, those who frequent the finest restaurants and wine specialists; those who love to discover new products that are distinguished for their quality. The project developed by SGA concentrated a positive connotations for the ‘spumantization’ of wine, such as prestige, elegance, historicity, and tradition, into the packaging.
For the re-launch of the Berlucchi brand identity, which required us to redefine all product packaging, the restyling of the Cuvèe Imperiale represents an extremely delicate step as it constitutes the core business of this prestigious company. We needed to update the aesthetic codes of the packaging as the old designs were beginning to look tired, while the products also needed to appeal to a broader range of consumers.
Every element of the old packaging was revisited with great attention to detail and with the specific objective of raising the perceived value of the product without compromising recognisability. The three-dimensionality of the frames, the bottle neck label that integrates with the body of the bottle and frees up the graphic elements creating space, and the introduction of the new brand are all elements that work together to increase the aesthetic quality of the packaging. Overall, the new packaging appears more minimalist and elegant, while it is also brighter, giving greater visibility to the product.
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