The key brand elements of Cantina Zaccagnini are the brand name and the wooden stick. The hand-applied stick on the bottleneck is an integral part of the brand. It communicates care, competence and a connection to nature. The goal was to strengthen the iconic status of the "stick wine" bottle while maintaining its real, honest and down to earth character.
The stick symbolises the connection to nature but mostly it is a symbol of handcrafts and knowledge. The sticks are cut-offs from the vines which are pruned every winter while the vines are resting to maintain the balance and strength of the plant.
A collateral story was introduced to create consumer awareness about the art of pruning and its importance in wine growing to guarantee the quality of the wine. We elevated the bottle from photography to an iconic status by creating illustrations inspired by Italian posters from the 1930s. The colour palette and paper material underpin the signal of a rustic but refined product.
Italian vintage poster
Advertising Poster by Italian artist Marcello Nizzoli (1887-1969) featuring a bottle of Campari on a tray with a glass and a blue cocktail soda spray bottle against a black background with the text Campari l'aperitivo in bold stylised yellow and red letters below. Year: 1926
Marcello Nizzoli was an Italian artist, architect, industrial and graphic designer. He was the chief designer for Olivetti for many years and was responsible notably for the iconic Lettera 22 portable typewriters in 1950.
Pruning is a skill developed over years, and for many it's an art form. Before to prune a vine, one have to decide what to keep and what to cut off. The goal is to remove 90% of the growth from the previous year. This way, the vine channels its energy into new growth. The health of the vine and the quality of the fruit in the coming year begins here.
The art of pruning
Pruning is a practice involving the selective removal of certain parts of a plant, such as branches, buds, or roots. Reasons to prune plants include deadwood removal, shaping (by controlling or redirecting growth), improving or sustaining health, reducing risk from falling branches, preparing nursery specimens for transplanting, and both harvesting and increasing the yield or quality of flowers and fruits.
According to legend, a donkey introduced the practice of pruning of vines to humans. The creature nibbled at a vine to the dismay of the villagers, it was this vine that produced particularly large fruit.
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