Casa Vinicola Zonin, Tenuta il Bosco Rebranding
2014
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.

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