Masedu / Arestidu
Cannonau and Vermentino are two traditional wines from Sardinia, a land full of proud,wild beauty.Masedu and Arestìdu, which mean ‘tamed’ and ‘wild’ in Sardinian, recall a characteristic feature of this land. The reinterpretation through the Giara horses, among the last wild horses in Europe and an icon of the most original Sardinia, comes from this. Thus the two horses express opposites, positive and negative, calm and action, control and fury, with that point of pride that unites them.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The names of the wines were given by the client, Carlsberg Italia Horeca, and the task was to look for something unique but in the same time representative of the wines and the original land too. This land is so unique that lot of ideas comes but very few of them were able to express completely the complexity of the land and the hinabitants too. We then get to a final concept of the Giara horses that, as animal, could deeply express the complex character of the land and the wines.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
Client in Lainate (Milan) and agency in Verona
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Withe paper resistant to water plus hot foil (Kurz gold 180) for the name of the wines.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Sardinia, wine, packaging, identity, design
As per our methodology we worked to look for a concept that could express the difference, the uniqueness of the two Sardinia typical wines. During the study of all the informations we looked for the concept that was able to express the "terroir", the soul of this incredible land conveied by the wines. We found it into the horses that seems to be the last wild horses in Europe and so well representative of the very complex character of the land and the hinabitants too.
Express the intimate mix of souls: land, grapes, wine and most important the human behind all of this.
TEAM MEMBERS (1) :
Creative Director: Barbara Cesura, Creative Director: Giacomo Stefanelli, Client Director: Stefano Giuseppe Dell'Orto and Illustrator: Enrico Rambaldi
NEOM internal photos