Background: The project originated from the creativity of a Piedmontese entrepreneur, who put to new an ancient family vineyard cultivated with Freisa vines. It consists of a black grape variety, which is native to Piedmont.Freisa is a rustic vine, optimal in this area of little summer rainfall, but capable of surviving when it’s very humid and it is used throughout the region both in purity and in cuts. Its features give colour and good tannic concentration and fruity scents to the wines.The harvested grapes are blent with Bonard grapes, thus creating a young, brave and modern Monferrato DOC Rosso, which seems to be suitable for an adult public who loves personality and conviviality.
The project: Creative study and new wine identity: pursuit of the bottle, creation of the brand and image of the product.The aim was to create a memorable bottle, with a strong character and personality, meant for a mature and contemporary public. This new proposal had to be able to tell a story of no immediate codification. targeting the fantastic and creative, which happens to be different from the existing canons and also starting from the name PHILEMA, which means “kiss” in Greek.
The strategy: The name inspired the layout, as well as the soft and bold nature of the wine, which goes well with different occasions, and also the kind of young publi, who loves beauty, lightness and the pleasure of being together.The producer wanted this background red colour to keep contact with the target and any occasion of use, leaving a powerful impression and stimulating the emotion of passion and pleasure, both present in situations of conviviality. The brave key visual of the mouth, painted with a floral theme in a kind of “make up artist” style, recalls the beauty and the nature of still, dry wine, offering fruity and ‘coloured’ tones to the palate together with spicy pepper notes.