Poggio Maestrino relaunch

Agency: NEOM
Partner: Stefano Giuseppe Dell'Orto
Creative Director: Giacomo Stefanelli
Location: Italy
Project Type: Produced
Client: Tenute Calì
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass Bottle
Printing Process: Roto

Background: In 2006 the Poggio Maestrino Estate joined the portfolio of the Calì Estates, a company which was born in the 80s thanks to the passion for the land and the good wine of the Calì Family. Since then this family has been constantly involved in the conservation and emprovement of the territory and the wines. The estate consists of 20 hectares at an altitude between 200 and 300 metres in the municipality of Magliano in the south of Tuscany, which is one of the finest areas of the Maremma in terms of wine making. In this area, where the Morellino di Scansano is produced, there is a surface of 22 hectares of grapes which is the base of a kind of ‘Morellino di Scansano DOCG’ and a version of ‘Riserve’. The production area is mainly the hilly area around the town of Scansano in the Tuscan Maremma, which is the coastline between the rivers Ombrone and Albegna.

This line is made of three wines:

1. The Morellino of Scansano Poggio Maestrino Reserve: it’s a wine of great complexity, good taste structure and elegance.
2. Spaggiole: this wine is a typical expression of the territory of the DOCG Morellino of Scansano.
3. Poventa Malvasia: this white Malvasia, which expresses the distinctive character of the vineyard, comes from typical Tuscan grapes normally used for the productin of passito wines or it is fermented together with other vineyards

The Strategy: These wines and the setting chosen by the company are dedicated to a young audience which is attentive to the quality, but without an excessive committment and structure. The identity needs to reflect the agronomic and oenological choices: producing a ‘Morellino di Scansano’ which is diverse, enjoyable and fruity, but without too strong woody notes. A pleasant unique product.

The project
The redesign comes from practical requirements and it often turns out to be a good opportunity to focus on the identity with its positioning. Even in this case a continuity with the previous image has been requested by the ownership in order to keep alive a connection with the past.

The carried out work was meant to express the delight of these wines drawing inspiration from the uniqueness of the landscape of the Tuscan Maremma. Each label wants to be the abstract expression of the air, the sea and the land from which these wines come. It’s a dynamic game of sensations and emotions that try to reach the heart with a sweet and fragrant whisper.

The logo is deliberately modern, neat and simple and it comes along with a slight wave that reminds its direct relationship with the sea. The symbol is a big “M”, which stands for Maestrino, and it has an essential and young style with some graces that refine and cheer with a touch of classicism.