Milan studio The6th, co-founded by Emanuele Basso and Elena Carella, has designed the labels and boxes for a new range of appassimento wines from Caviro. Under the name Aprimondo the new brand expands from one variety to five and features a hand-drawn identity, restyled labels and box design.
Appassimento wines are more concentrated, produced by partial dehydration of the grapes. ‘We started from what is the common characteristic of all five wines, namely the passage of time, necessary for drying grapes, and turned it into “an experience”,’ say the founders. (The label graphics represent a lock and key, implying the ‘secret room’ where grapes are stored after harvesting.)
A four-step ‘unboxing’ process drove the design of the packaging. ‘The box, in fact, is not simply opened but is “leafed through”,’ say The6th, ‘thanks to shaped layers that first show the message “The taste of time”, then a portion of the [crescent] moon and, finally, the full moon. The recipient can enter into the soul of the product before trying it.’
The studio used black Sirio for the box – ‘soft-touch plasticised and ennobled with glossy varnish to make the graphics stand out,’ they add. The labels were printed on Arconvert Tintoretto Gesso and feature Kurz and Oropress foils and gloss varnish.
The product photography, undertaken by Bruum Studio, pairs each of the bottles ‘with the world of aromas they evoke,’ say The6th. ‘We also made an animated video, with illustrations by Michele Marconi, to better explain to buyers the importance of time in the production of these wines.’
Manter Tintoretto Gesso H+O FSC with Kurz and Oropress foils and gloss varnish (labels)