Peaks & Valleys: The Wind That Tells the Story of Verona’s Wine

A visual identity project for the Marilisa Allegrini brand.

Peaks & Valleys is a new project that redefines the way of telling the story of the Verona wine-growing region. A visual identity born of the will of Marilisa Allegrini and her family, in collaboration with Master of Wine Andrea Lonardi.

A brand that tells of the territory

The symbol of Peaks & Valleys is inspired by the alternating profile of the peaks and valleys that run parallel from north to south behind Verona.

What is the purpose of the project?

Bring together under one brand wines from different denominations of Verona’s territory (Valpolicella, Lugana and Soave), enhancing their identity through a common and distinctive visual language.

A “Vigneto Diffuso” project linking the three great Verona denominations: Valpolicella, Lugana, and Soave.

A brand that visually interprets the profiles of Veronese peaks and valleys, enriched by the payoff “Verona’s Landscape,” a perfect synthesis of the enological soul of the territory.

When Andrea proposed this project to us, my family and I immediately recognized ourselves in the productive idea that founded it. However, it was necessary for this project to be narrated and told through its packaging, the first impact for the end consumer. We therefore decided to entrust the project to NSG, an agency with which we have been working for a long time and with which, even for this project, a continuous dialogue has been established, the result of mutual trust and exchanges of ideas.

Caterina Mastella Allegrini

The element that unites all the denominations of Peaks & Valleys is the wind. An invisible but essential element, capable of shaping the landscape, influencing the microclimate, and defining the character of the wines.

The wind becomes sign, matter, and symbol, transforming itself into a graphic tale that enhances the uniqueness of each denomination:

1 Valpolicella Classico – Monte Lencisa (Fumane)

In this valley the Venturi effect occurs, an acceleration of the wind caused by the conformation of the land. Here, Aeolus, the wind god, is depicted in micro-engraved foil, with his breath following the air’s movement in the Venturi tube, telling the vitality and freshness of this wine.

2 Lugana – Selva del Vescovo

The bishop’s hat symbolizes the wind that crosses the vineyards owned by the Curia of Verona, rented by Marilisa Allegrini, and tells the historical and cultural identity of this place.

3 Soave Classico – Castelcerino

Here, the wind caresses the cherry blossoms, a symbol of the delicacy and elegance that characterize this wine. The foil detail strengthens the connection with nature and the spring bloom that transforms the landscape.

4 Soave Classico – Fittà

The hot-air balloon becomes the perfect metaphor for the interaction between wind and heat: the warm air lifts it, just as ancient volcanic eruptions gave rise to the soils of this area. The flame that heats it recalls the primordial force of the volcano, the same energy found in Fitta’s wines today.

Materials, embossing, and details that define the brand.

The goal was not only to create a visual identity but a tactile and perceptive experience, where materials and finishes reinforce the premium positioning of the brand. A sensory synthesis, an experience involving touch, light, and graphic elements to tell the deep connection between wine and territory.

Handmade illustrations

Each label is enhanced with illustrations by Antonio Bonanno, which depict the territory with subtle and refined lines, perfectly balancing tradition and modernity.

Packaging that conveys a deep connection to the land,

by showing soil details and geographic coordinates for a precise and authentic wine narrative.

The result: a label that stands out.

Peaks & Valleys is more than a wine collection—it’s a new visual language that brings the land to life, a project that stands out for its coherence, distinct identity, and innovation.