Avissi’s Packaging Design Radiates Luxury And Projects An Image Of Opulence
Two major elements play a role in the wine packaging design: the bottle and the label.
Traditionally, Champagne and sparkling wine bottles are thicker and heavier than other wines, because they need to withstand the high pressure from the bubbles within. The Avissi bottle has a recognizable silhouette with gently sloping sides and a punt in the bottom which reinforces the bottle.
The bottle’s color is dark green, as this shade protects the vintage wine from sun-induced damage. Affinity’s contribution to the bottle design is the silver foil at the top, showcasing the brand name in embossed typeface while shielding the cork.
The foil and the label itself are a big departure from the previous design. The prior label and foil featured gold/yellow tones and a classic serif font. It was a “paint-by-numbers" wine packaging design: nothing essentially wrong with it, but nothing exceptional that would aid the product’s recognition, either.
The reworked label helps Avissi stand out much better on store shelves in the overcrowded market. A much more recognizable brand has stepped into the contemporary era that challenges the notions of wine packaging design.
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Historical Cues From Veneto Embellish Avissi’s Wine Label Design And Amplify The Product’s Identity
Upon first glance at Avissi’s new label design, the eye moves immediately to the interplay between colors and shapes.
The wine red and sea blue palette is typically uncommon in the wine industry.
But it is the geometrical pattern of famous Venetian tiles and mosaics that truly gives these colors a purpose. Affinity Creative’s own designer took photographs of these artisanal Venetian tileworks that take up the majority of the label.
The tile design evokes memories of Venetian Doge’s palaces and hallways of old. The label is very much rooted in the legendary architecture of the region, made famous by the likes of Palladio and Brunelleschi.
The geometric pattern surrounds the Avissi name, now in updated typography. The new font is more approachable and more current, while still evoking vintage emotions.
The rest of the copy was given a more low-profile treatment. The “product of Italy” and wine type disclaimers are made secondary with much smaller font size. They also come in more ordinary typography than the name “Avissi” which now takes the center stage.
The label’s edges and the background for the wine name are in lush silver undertones, lending an extremely premium character to the bottle.
The label design pays homage to the glory days of the Venetian Republic, one of the most affluent and culturally influential nations during the Renaissance and post-Renaissance period.