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Villa Dora wines are linked to Vesuvius like the peoples that live under the slopes of this giant that gives everything and could take everything away. They thank him, respect him and have represented him for centuries in the primal act of the explosion, to thank him.
Making an overrepresented symbol new is in itself the contradiction that has allowed us to make the ambivalence inherent in the essence of Villa Dora, so linked to the history of the territory, so innovative.
We looked at the ability of Futurism to be both synthetic and dynamic and we were inspired both by ancient local etchings and by contemporary, pop and international representations such as that of Andy Warhol.
Villa Dora's re-branding project is futuristic, daring and essential. The Vesuvius logo is synthetic, modern and not stereotyped. The Vesuvius of the labels is full of color, matter and stage presence. The visual focus is on the complex polygonal geometry of the mountain group to which it belongs and on the material sensations of its rocks.
The material effect is obtained with a courageous color, which does not resort to the predominance of lava red, created with printing techniques such as hot gold or silver leaf inserts to play with geometric shapes and figures and recall the rough surfaces of the stones. The illustrations applied to the final label are free from any text so that the centrality is all due to the game of pointed triangles, clear polygons and vibrant colors that summarizes the complexity of meanings that Vesuvius assumes for local communities and for this company anchored in roots but always looking for new forms of excellence.
Photo of Antonio Alaimo / 3D rendering of Alessandro Faiella / video of Scilla Corbelli