by Jessica Deseo on 04/02/2014 | 3 Minute Read
Designed by Minale Tattersfield, TORRE wine was created specifically for Hotel, Restaurant, and Cafe channels:
”TORRE portrays San Martino’s vision of producing the most elegant and subtly sophisticated of all Romagna wines – the zenith of quality and a highly visible point of reference for well-informed customers worldwide.” "A shift of focus from wine excellence alone to wine excellence with a compelling and exceptional narrative was required to reposition Tenimenti San Martino wines for the high-end Horeca (Hotel, Restaurant and Café) channels.Based on the primitive Sangiovese grape varietal, this bespoke wine range eschews character but demands a modern interpretation to attract a young, highly fashionable crowd.So a new identity TORRE (meaning Tower in Italian) was developed by Minale Tattersfield and applied across both the label and supporting communications.The simplicity in the name makes for a bold and simple visual identity — placed vertically on the top of the wine label, the wordmark creates a highly visible, recognisable and memorable statement.This tower symbology gives the winery a powerful yet subtle device to communicate what lies at the heart of everything San Martino does — which is to produce a small exquisite range of wines for a very selective clientele.Torre is in the eye of the beholder and carries with it a multifaceted meaning. Set against the white horizon, the black tower makes reference to battlements from the Middle Ages that once dominated a part of Italy where this beautiful winery is located. The association of the towers also make a compelling statement for trade prospects in the symbolic reference to holding a strategic position — this is reinforced with the tower printed on the capsule (bottle neck).The winery must battle hard to win the attention of HORECA businesses. Preliminary figures suggest that the brand is succeeding in this respect with the wine being listed in some of the most fashionable and stylish restaurants in London and New York."
Designed by Minale Tattersfield
Country: United Kingdom