Located in Franciacorta, one of Italy’s most renowned wine regions is PaganiBros, a communication studio founded in 2012 by brothers Andrea and Mattia Pagani. It is also home to the Muratori family, producers of Franciacorta wine, who collaborated with the studio on a recent rebranding effort for their wine packaging, which they refer to as ‘evolutionary’.
PaganiBros’ approach to the design was heavily influenced by the Muratori’s two historic activities: the wine the family has made, with a third generation now joining the company; and their commercialisation of yarns for fashion. The merging of wine and fashion, through the incorporation of textiles, became a focal point for the packaging. By adding a fabric band to the Sirio Ultra Black paper box, they added colour and created an object that could be easily carried, balancing functionality and elegance.
PaganiBros designer Laura Apostoli says, ‘This innovative approach elevates the packaging to a design object, capable of telling a story that intertwines craftsmanship, creativity, and a deep connection to family roots.’
The studio teamed up with long-time collaborator and Italian packaging producer Nuova Litocolor to realise their vision, knowing the company would be able to work precisely with the complex embossing dies needed for the boxes. PaganiBros also chose Sirio Ultra Black for the packaging as it is ‘perfectly suited to enhance the embossed and debossed effects’.
The entire rebranding takes the historic qualities of the Muratori family and projects them toward the future.
Papers:
Sirio Ultra Black
Constellation Jade Raster