Alaterra – A Visual Journey Through Memory and Territory
Alaterra – A Visual Journey Through Memory and Territory
Winner of the Vinitaly Design Award 2025, Alaterra is a packaging project that narrates the deep roots and continuous movement of a living land: Abruzzo.
This is a region rich in contrasts, where vineyards weave through towering mountains and winding waterways, offering unique pedoclimatic conditions for each grape variety.
The visual identity was born from the vision of an Abruzzese entrepreneur determined to showcase the many expressions of his homeland through an authentic storytelling experience.
The concept revolves around a powerful metaphor: transhumance — an ancient pastoral migration ritual that becomes a symbol of the constant quest for the ideal place, echoing the journey of the founder himself.
The project’s icon — a sheep on horseback — is hand-drawn and set against a landscape inspired by the Gran Sasso, a direct nod to the very soul of the region.
The bottle stands out for its intricate details and rich sensory appeal:
Wax seal closure, evoking ritual and tradition
Embossed collar, elegantly highlighting the name and vintage
A real strand of wool yarn, running from the neck, across the collar, and connecting with the label — a tactile narrative thread that ties the product to its roots
The label, adorned with localized foils and embossing, emphasizes the key symbols: the moon, the thread, and the name Alaterra. Every detail is crafted to reflect artisanal care and conceptual consistency.
At the heart of the project is the phrase:“Produced in Italy by a thread of wool” — a poetic expression of the brand’s identity, balancing nature, vision, and production challenges in an ever-changing climate.
Alaterra positions itself in the premium Ho.Re.Ca. segment, blending identity, quality, and beauty into a branding and packaging experience where every element is meaningful.
Design and Creative Direction: Durante AssociatiClient: Alaterra WinesAward: Vinitaly Design Award 2025
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