Casa Vinicola Zonin, Tenuta il Bosco Rebranding
Tenuta il Bosco, a Brand that can express both the simplicity of its everyday wines and the complexity of its Pinot Nero.

Sevengenerations of history make the Casa Vinicola Zonin one of the most important Italian wine enterprises and one of the first to operate internationally. Thanks to an expert professional team, which is constantly improving its products, the company is a standard bearer for the area and its excellent produce. And it has a clear mission: to earn international recognition for its estates, both in the trade and by consumers – ‘each region has its own tradition; each region has its own wine’.

With an overall surface area of 152 hectares of vineyard, Casa Zonin includes the Tenuta il Bosco estate, the second largest wine producer in the Oltrepò Pavese, an area that is traditionally known for its heterogeneous, noble productions such as Spumante and popular wines such as Bonarda. However, this extraordinary diversity in microclimates has created a problem in terms of brand positioning and architecture.

Each region has its own tradition, each region has its own wine.

Structure has always been the defining point of the Bonarda and boasts an extremely strong perceived image for this type of product. But the Tenuta il Bosco variety has an equally strong propensity to be sparkling, which the company is keen to make people aware of and appreciate, offering products of excellent quality with unique organoleptic characteristics.
It is not an easy challenge given the vast differences between the two vine varieties, but it is nevertheless stimulating as the challenge was born of a brave decision: to use this produce to spread the riches of little-known territory, the Oltrepò.

The old and the new logotype in comparison. CBA made a formal simplification to gain greater strength and stature, giving the squirrel a more proud and less static image.

Tenuta il Bosco must become a Brand that can express both the simplicity of its everyday wines and the complexity of its Pinot Nero. Therefore the first step was to improve focus on the Brand’s assets, redesigning the offer segmentation and packaging system in order to reinforce them for both the main products. The Brand decided to keep the squirrel mascot in order to maintain image continuity, but it has increased in size thanks to the more synthetic design. All the labels, which differ according to family, share the same shape, which recalls the letter ‘O’ for Oltrepò.

Tenuta il Bosco's sparkling wines.

Oltrenero and Philéo, two wines that share the same roots, those of Pinot Noir. We redesigned both packs, seeking to characterise them as much as possible through the use of colours, shapes and materials that emphasize the different vocations and different method of production, Classical Method for Oltrenero and Charmat for Philéo.

Poggio Pelato, a pure Pinot Noir, the most prestigious expression of the estate.

Of all the red berry vine varieties, Pinot Nero is considered one of the most noble and yet one of the most difficult to interpret. From this starting point, we worked to define the identity of this product and transform it into the flagship of the estate, with the main intention of raising the perception of the winery in the eyes of sector experts. For Poggio Pelato, we used a unique and defining treatment compared to the other Tenuta il Bosco wines, which recalls the codes of the most prestigious wines available.

Barbera, Bonarda and Malvasia, the other sparkling wines of the estate.

Barbera, Bonarda and Malvasia. Three icons of Lombard traditional enology, defined by a very classical language and also slightly stereotyped as wines of poor quality. CBA’s job was to overturn that stereotype, firstly by valorising the territory of origin of the grapes, the Oltrepò Pavese, and by using a light, contemporary style on the labels to express the differences and peculiarities of each wine.


Related projects
Bolla Restyling
Gruppo Italiano Vini
Bolla Restyling
US Take Home Special Edition
S. Pellegrino
US Take Home Special Edition
Rosé dell’Estate Restyling
Gruppo Italiano Vini
Rosé dell’Estate Restyling

CBA Italy

via San Francesco 15, 20122 – Milano
Map and directions

Phone +39 02 3057 461

© 2014 CB’A Srl
All Rights Reserved

P.IVA 05940620965

We are a network of 11 offices distributed throught the world,
300 professionals working on projects from more than 30 countries.

CBA Global en
CBA France FR / EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN
CBA Middle East EN
CBA Asia Pacific EN
CBA North America EN
CBA Latin America EN

Type your search and hit return


First Name

Last Name

Email address

You will need to confirm your address to activate your subscription.
By clicking “Subscribe” you are agreeing to our Privacy Policy.

Terms and conditions

Legislative Decree 196/2003 (“Data protection code”). In keeping with the commitment and care that CBA devotes to the protection of your personal data, we would like to inform you of our methods, objectives and fields of communication and circulation regarding your personal data and your rights, in accordance with Article 13 of Legislative Decree 196/2003.

Browsing Data. As part of their standard functions the IT systems and software procedures that operate this website acquire some personal data, the transmission of which is implicit in the use of Internet communication protocols. This information is not collected in order to be associated to identify interested parties, but by its very nature may, through processing and association with data held by third parties, allow the users to be identified. This data category includes IP addresses or domain names from computers used to connect to the website, the URI (Uniform Resource Identifier) addresses of the requested resources, the time of the request, the method used to submit the request to the server, the size of the file received in response, the numerical code indicating the state of the response given by the server (successful, error, etc.) and other parameters relating to the user’s operating system and platform. This information is only used in order to gather anonymous statistical information about use of the site and in order to monitor operations and is deleted immediately after it is processed. This data may be used to ascertain culpability in case of any IT crimes that damage the site, but currently, apart from this eventuality, data on web contacts is not kept for more than seven days.


No personal user data is acquired by the website. Cookies are not used to transmit personal information, nor are so-termed persistent cookies, in other words user tracking systems. The use of persistent session cookies (which are not permanently saved on the user’s computer and vanish when the browser is closed) is strictly limited to the transmission of identifying details of the session (consisting of random numbers generated by the server), which are required for safe and efficient browsing of the website. So-termed session cookies are used on this website to avoid recourse to other IT techniques that might be potentially detrimental to user browsing privacy and do not permit the collection of identifying personal user data.

Personal data is processed with authorised instruments only for the time strictly necessary to achieve the objectives for which it was gathered. Specific security measures are observed to prevent the loss of data, illegal or incorrect use and access to unauthorised persons. 

Data processing for the web services provided by this website takes place at the CBA offices and is only handled by the technician responsible for data processing or occasional maintenance personnel. No data obtained from the web service is communicated or circulated. DATA CONTROLLER: The Data Controller is CB’A Srl, with legal headquarters in Via S. Primo 4, Milan.

The subjects of the personal data are entitled at any moment to find out whether any of their personal data is being processed and its contents and origin, to verify the contents or request integration or updating or rectification (Article 7, Legislative Decree 196/2003). Under that same article, the subject has the right to request the deletion, transformation into anonymous data or blocking of any data processed in violation of the law, as well as opposing for legitimate reasons its processing in any case. All requests must be made to the Data Controller.