ITER PARA TVTVM

The Conte Lucangeli family of Macerata is a historic noble house deeply connected to its agricultural estate, where vineyards and olive groves have been cultivated for centuries as a living cultural and territorial heritage. In 1912, in recognition of the family’s historical significance and prestige, His Holiness Pope Pius X conferred upon them the noble title of Count, a formal acknowledgment of their enduring legacy and the bond with their land.

At the heart of the family’s visual identity lies the heraldic coat of arms, featuring three interlaced rings, a star, and the motto ITER PARA TVTVM (“protect our path”). This emblem serves as the conceptual starting point for a contemporary graphic design project, in which the heraldic elements are deconstructed, reinterpreted, and layered to create a distinctive series of three labels: a white wine, a red wine, and an Italian extra virgin olive oil.

Each label possesses its own personality while maintaining a cohesive stylistic language. The star, a central motif of the design, is never the same twice: its shape shifts, transforms, and recomposes in each iteration, intersecting with a golden circle. This circle functions as a sphere, symbolizing wholeness, completion, and visual gravity, while the star remains a sign of direction, aspiration, and the pursuit of something higher.

Across the three labels, the interplay between star and sphere establishes a dynamic balance between roots and aspiration, between stability and movement. The white wine, red wine, and extra virgin olive oil become three distinct expressions of a single vision. The graphic design not only highlights the individuality of each product but also translates the family’s long-standing tradition into a contemporary visual language, making tangible the identity of the Conte Lucangeli family and their profound connection to the land they cultivate.