PITARS – The Renewal
Product repositioning and Label Design
Wine company
Analysis of the target market and product repositioning, strategy definition, Concept/Big Idea development, coordination and quality control of production/printing [product marketing and label design]
CHALLENGE
Launch the new Millesimati collection in the local and foreign market, reposition the Eccellenze line and launch the “first” Metodo Classico by Pitars.
SOLUTION / PROJECT
After having developed the brand identity and the corporate brand image (see Case History), we have declined the new label guidelines. First we focused on the restyling of the “Eccellenze” collection, keeping the elegance and uniqueness that distinguishes them, but raising the value even more in line with the quality of wines. Afterwards we dedicated to the “Millesimati” collection, in this case labels have been developed with the intent of making them commercially appealing for distributors and final customers by guaranteeing a higher value, prestige and visibility to the new line. Without forgetting the values connected to the territory and the visual codes related to the different types of wines treated.
The last challenge, maybe the most demanding one, was the launch of the first Metodo Classico by Pitars (Fojâl). It is a new reality in the world of Pitars wines. Strong of its experience, with gratitude, passion and initiative, the winery decided to give life to a new project which looks towards the future.
The naming “Fojâl” is a tribute to the territory of Friuli, known for its uniqueness and its breathtaking landscape, as well as to its special wine vocation.
The goal is to enter with humility, but determination in this world, with the conviction of having generated a unique product.
COMPETENCES / SERVICES
Brand Naming
The Pitars vineyards are in Friuli, along the riverbed where the Tagliamento flows: a unique landscape where the orderly green fields meet the sinuous waters of a still wild river (the last river in Europe). Here the grapes grow rich in aromas wrested from the thin earth, from the sun that warms the stony plain, from the breath of the sea that comes from the south. A richness returned in every Pitars bottle, which brings with it the flavor of this territory and the authenticity of our roots. A fundamental premise to develop and define the names of the new products: Téis, Séris, Foiâl. A close bond with the territory, with its culture and with the Friulian language.
Excellence collection
Naming
TÉIS
Friulian:Téis
Italian: Tigli (Téi > Tiglio)
The hydronym Tagliamento probably originates from an Indo-European root telia/tilia, indicating the linden tree. According to this explanation, the etymon of the watercourse would indicate a “place of linden trees”, a “river lined with linden trees”.
TÉIS
Friulian:Téis
Italian: Tigli (Téi > Tiglio)
The hydronym Tagliamento probably originates from an Indo-European root telia/tilia, indicating the linden tree. According to this explanation, the etymon of the watercourse would indicate a “place of linden trees”, a “river lined with linden trees”.
Label Design
Naming
SÉRIS
Friulian: Séris
Italian: Seri (Seri > Serio)
adi. [FO] serious is a serious guy, you can trust him. (Friulian: “al è un fantat seri, tu puedis fidâti”).
SÉRIS
Friulian: Séris
Italian: Seri (Seri > Serio)
adi. [FO] serious is a serious guy, you can trust him. (Friulian: “al è un fantat seri, tu puedis fidâti”).
Label Design
Naming
BRUMÂL
Friulian: Brumâl
Italian: Bruma
The mist covers the countryside, (Friulian: “la brumacje o ancje la brume e cuvierç la campagne”).
BRUMÂL
Friulian: Brumâl
Italian: Bruma
The mist covers the countryside, (Friulian: “la brumacje o ancje la brume e cuvierç la campagne”).
Label Design
Naming
NAOS
(Naos /nà∙os/)
The innermost part of the classical Greek temple, in which the statue of the deity was kept; also called the cella. Naos is the brightest star in the constellation Poppa; it is properly a warm blue supergiant, one of the brightest stars in the Milky Way.
NAOS
(Naos /nà∙os/)
The innermost part of the classical Greek temple, in which the statue of the deity was kept; also called the cella. Naos is the brightest star in the constellation Poppa; it is properly a warm blue supergiant, one of the brightest stars in the Milky Way.
Label Design
Naming
TURÉIS
It is a star located in the southern celestial hemisphere and represents the end of the stern of the Ship Argo; thanks to its not strongly austral position, it can be observed from most regions of the Earth.
TURÉIS
It is a star located in the southern celestial hemisphere and represents the end of the stern of the Ship Argo; thanks to its not strongly austral position, it can be observed from most regions of the Earth.
Label Design
Color Palette
Label Design
Metodo classico
Naming
FOJÂL
Friulian: Fojâl
Italian: Bruco
The breeding of worms was an important income to support the agricultural economy and the production and trade of fabrics in the territory, together with that of wool. The breeding of worms was entrusted to individual farmers and sharecroppers especially women and children.
FOJÂL
Friulian: Fojâl
Italian: Bruco
The breeding of worms was an important income to support the agricultural economy and the production and trade of fabrics in the territory, together with that of wool. The breeding of worms was entrusted to individual farmers and sharecroppers especially women and children.
Label design
Color Palette
Millesimati collection
Label design
Color Palette
