The Dieline Awards 2016: Librottiglia- Reverse Innovation
by Elizabeth Freeman on 05/19/2016 | 3 Minute Read
A wine to read or a book to taste? Both answers are correct. Librottiglia is where great wine and literary pleasure meet. The characteristics of each wine are matched to a narrative genre to create a perfectly balanced eno-literary experience based on the sensory impressions and scenarios imagined in the stories. The evocative name of the product line comes from the union of two Italian words: libro (book) and bottiglia (bottle).
Three authors have contributed to this limited collection of exciting stories that accompany the wine selection.The singer-songwriter Patrizia Laquidara (Targa Tenco Award 2011 and Critics Prize Sanremo 2003) is the author of “La Rana nella Pancia” (“The Frog in the Belly”), an intriguing fable which complements the uncommon personality of the red Anthos; a dry Brachetto with a surprising sweet bouquet.
“Ti amo. Dimenticami” (“I love you. Forget me”) by Regina Marques Nadaes, writer and cultural producer, is the story of a life changing love, as intense as the ruby red Nebbiolo Roero it accompanies.“l’omicidio” (“Murder”), by the journalist and satirist Danilo Zanelli, is a humour tinged mystery that blends with the fresh and light spirit of the white Roero Arneis.
The Librottiglia range is distinguished by the original “label book”: a small, elegant book that serves as the front label of the bottle. Its graphic design boasts a minimalist style, modern and at the same time surprising. The cover of each story is illustrated with an intriguing image. The cord attached to the book converts the opening and closing of the book into a ritual and establishes a “common thread “ that strengthens the identity of the coordinated product line. A textured paper stock was used to enhance the sensual, tactile aspect of the experience.
Finally, the 375ml bottle was chosen as the ideal volume to express the concept of the project: a short story to read while you enjoy two glasses of delicious wine. Librottiglia appeals to a discerning consumer who is attracted by a collectable product: adults who are passionate about wine and literature, who like to immerse themselves in a complete experience and enjoy a brief moment dedicated to themselves.“Today we read books on computers, tablets and mobile phones. Why not on a bottle of wine ?” This is the insight from the creative team. “After years of discussion about analogue vs. digital, we want to propose an alternative: oenological instead of digital”, adds the designer with a touch of humour.
Art Director: Mirco Onesti
Designer: Michela De Nicolis
Photographer: Francesco Zanet & Studio Effe
Copywriters: Patrizia Laquidara; Regina Marques; Danilo Zanelli.
Relationship coordinator: Paula Acosta
Designed by Reverse Innovation
Client: Matteo Correggia