Thanks to the meeting with Pietro Re, who hired us for the brand identity of his oil, Erminio reached us and let us try his products – simply delicious – and also asked us to design the brand logo, image and for the four signature wines of the estate. After last year’s successful experience with Tamía oil, awarded in New York and Los Angeles for its quality as the “best oil of the world” and also for the packaging designed by Estrogeni as “best label of 2013”, the expectations were great. We took on this new challenge and after a short meaningful briefing we pinpointed two main values: the wine is of excellent quality and must be positioned in an adequate market segment. Erminio asked the wine himself together with his son, following in the footsteps of the ancestors: they grow and harvest the grapes with their own hands. Therefore we identify the possible paths to follow: the first path is to design a brand image related with the tradition and history of the Etruscan territory, where the Papalino family vineyard has its roots; the second one is to tend to a concept that contains and enhances the meaning of Papalino name using metaphorically the artistic values and the architectural features of the Viterbo region (for instance The Palace of the Pope), trying to exploit all the benefits brought by such a conceptual analogy especially in the international marketing. As usual, we decided to work on both paths; we’ll decide later with Erminio which label suits the brand better. So we get to the presentation with a couple of different proposals and names but with only one important accomplished purpose: the satisfaction of seeing our client unexpectedly and pleasantly surprised looking at his wines dressed with new labels. Notwithstanding the initial justifiable uncertainty the second path was chosen and we gave shape to the new label with starting from the guidelines of the medieval pointed arches that are distinctive of the loggia of the Palazzo dei Papi. We put the Papalino letters in a sort of a rose window with five petals. Simple lines, minimalistic effects, just four fundamental colours of which we found the original names for the identification of every wine. Senauro (like vermillion red), Solidago (like the yellow flowers of the same plant), Ametis (referred to the purple quartz stone very much used by the Romans to decorate their wine glasses) and Lazur (to remind the light blue colour of lazurite, a mineral common in the Latium region.