Sage wins Enotria pitch

Following a recent three-way pitch, Sage Visual Solutions has been appointed to develop a name, brand and packaging for a new range of organic wines sourced from across Italy.

Enotria, the UK's leading national wine importer, briefed the design consultancies in mid-July.

They were asked to submit ideas that were quintessentially Italian and alluded to the products' organic qualities.

The range will be targeted at multiple grocers so the design must work clearly in a retail environment.

The target audience set another unique challenge.

It varies from young, female drinkers of Italian wine who want to buy into the benefits of the organic category and middle-aged men who are likely to have the financial ability to trade up into organic.

Damian Hamilton, Managing and Creative Director of Sage, explains how they won the pitch: "We approached the problem from a lateral perspective; whilst Italian wine packaging has some sophisticated and beautiful qualities, it is typically conventional and cliched.

"Organic is also stereotypically represented with the colour green.

"Our solution is focused on bringing Italy to life on the label and subtly suggesting organic.

"We aim to take prospective consumers on a visual journey through Italy, engaging them in the culture and educating them about the benefits of buying organic.

"This was achieved by combining traditional and modern values, such as classic Roman-inspired type, distinct images, colours and textures of Italy and environmentally friendly uncoated paper".

The project will be under way by the end of August.

Enotria plans to launch the brand at the end of this year.

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