Interview about Il Mosnel QdE 2012 Sparkling Wine Label and Pack, winner of the A' Packaging Design Award 2013
Just as the Iseo Lake splashes on the banks of Franciacorta, so the sparkling wine wets the sides of a glass. The concept is a graphic re-elaboration of the shape of the lake and expresses all the power of a Reserve bottle being poured into a crystal glass. An elegant and lively label, balanced in its graphics and colors, is a daring solution with transparent polypropylene and entirely hot foil gold printing to give new sensations. The pouring out of the wine is underlined on the box, where the graphics wraps around the pack: simple and impactful composed by two “slive et tiroir” elements.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe choice to use the shape of Lake Iseo as inspiration for the design of the Il Mosnel QdE 2012 Sparkling Wine label and packaging stems from the deep connection between the Franciacorta region and its history. The region, located south of Lake Iseo, is characterized by gentle moraine hills and a landscape that, like the wine, represents the harmony between nature and tradition.The graphic concept comes to life through the reinterpretation of the historical image that represents the lake's morphology, with the aim of evoking the powerful way a bottle of Riserva, just uncorked, pours into a crystal glass. The curves of the lake were interpreted as a visual flow, symbolizing not only the movement of the wine but also the natural beauty of the region. The design seeks to convey the emotion felt when opening a bottle, anticipating the moment when the sparkling wine, like the lake that touches its shores, reaches the glass and begins to release its bubbles.The bubbles themselves were represented as an element that, blending with the pour of the wine, creates an expectation—a visual emotion that invites the consumer to experience the uniqueness of Il Mosnel.In this way, the shape of Lake Iseo is not just a geographical element, but a powerful symbol that connects the territory to the quality and elegance of the product, blending the winemaking tradition of Franciacorta with a modern, sophisticated vision of design.
The choice of transparent polypropylene for the label and packaging of Il Mosnel QdE 2012 Sparkling Wine was bold, yet inspired by the desire to convey a very specific concept. The label is completely transparent, and the only visible element is a glass being filled with Franciacorta. The idea I wanted to communicate is that, just as the region is 'bathed' by the lake, the wine glass is 'bathed' by the Franciacorta. This creates a visual and sensory connection between the territory, the wine, and the moment of tasting
When designing this label, the goal was not so much to maintain the brand's traditional positioning, but rather to create something original. I aimed to develop a design that was innovative while still preserving the elegance typical of the company. The use of gold foil printing to convey the concept previously expressed allowed me to represent the softness of the lake's water transforming into the sparkling wine. Although the label is not a classic design, I believe that its originality and the refinement of materials used, such as the gold foil, help maintain the brand's elegant and distinctive character while offering a fresh approach.
I worked a lot on making the lake flow and transforming it into sparkling wine, rounding it out until everything was very harmonious and conveyed the idea of the sparkling wine flowing from the bottle into the glass. The power of the sparkling wine pouring out is further emphasized in the box, where the magnification surrounds it: simple and impactful, composed of two elements, 'sleeve and drawer,' forming a precious case.A treasure chest that holds all the expectations of the Riserva: sealed with a special seal that encloses the QDE brand, all aimed at maximizing the prestige of the product.
I worked on a single concept: to connect the land, the place, with the product. Including too many concepts on the label would end up making it ineffective. Moreover, Il Mosnel is already well-known and doesn't need to prove the quality of the product, as it is already established."
The continuous visual flow between the label and the box was designed to create a harmonious and cohesive experience, like a story unfolding without interruptions. The wrapping graphic symbolizes the connection between the Franciacorta region and the wine, expressing movement and elegance. This dynamic and fluid design emphasizes the product's prestige, naturally connecting the packaging to the content.
To stand out in the luxury wine market, I sought a balance between innovation and refinement, focusing on details that convey the product’s quality in an elegant way while avoiding excess. The use of premium materials, such as hot foil printing, and a minimalist design give the packaging an exclusive feel without being overwhelming. The graphic element on the label, which becomes dominant on the box, creates visual continuity that blends modernity and tradition, while maintaining the brand's elegance and prestige.
The visual representation of bubbles mixing with flowing wine was designed to evoke a sense of anticipation and excitement, mirroring the moment when a bottle of sparkling wine is opened and begins to pour. This dynamic visual element engages the consumer's imagination, drawing them into the experience even before the wine is tasted. It creates a connection between the visual and sensory aspects of the product, allowing consumers to almost 'feel' the effervescence and freshness of the wine. By illustrating the fusion of bubbles and wine, the design taps into emotions of joy, celebration, and anticipation, reinforcing the emotional connection to the moment of enjoyment.
Winning the Platinum A' Design Award significantly boosted the visibility and recognition of Il Mosnel QdE 2012 Sparkling Wine in the market. It validated the design's originality and aesthetic quality, strengthening the brand’s image as a symbol of elegance and innovation. For future projects, this experience has motivated me to push further in creating designs that balance creativity with functionality, and to focus even more on the emotional impact packaging can have on consumers.
Il Mosnel is a classic and traditional brand, but every two years it launches something unique, and this approach could continue to push the luxury wine industry towards new creative frontiers. I believe the packaging has the potential to inspire future trends, showing how contemporary design, while bold, can coexist with tradition without compromising the brand's prestige. In the future, I think there will be more emphasis on exclusive products and original launches, but always with a strong connection to the quality and identity of the brand.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
