New look Castel Firmian range showcases Alpine influence
Representing unique viticultural heritage, local history and Alpine terroirs is a tall order, but one Mezzacorona has embraced as its rebranded Castel Firmian range looks to premium positioning.
In the majority of circumstances, your first interaction with a wine is its bottle. At points, that makes branding a simple exercise: you might emblazon the label with a familiar grape variety, a celebrity name or a cute critter.
For the Castel Firmian range from Mezzacorona, the challenge has been no less important, but rather more complex.
In its wines from Trentino, the Italian cooperative has several stories to tell: a history of winegrowing that spans more than 100 years, a rich heritage of local grapes and, of course, the Alpine hills that dominate its terroirs.
Moreover, the new brand identity is part of a concerted effort to target the medium-high and premium segments of the industry. Mezzacorona is pitching the wines to those who care about craftsmanship, authenticity, tradition and a sense of place, particularly within the on-trade and hospitality sector.
Studying the new identity, you therefore find reference to the essential factors that have made the wine a success – a narrative built on quality, heritage and authenticity.
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A story on each bottle
Castel Firmian’s terroir, and therefore its brand identity, begins with the Alps. Its Trentino vineyards, nestled in the Dolomites, enjoy warm, sunny days and cool, fresh nights. The valley vineyards are also caressed by breezes from Lake Garda, helping to concentrate the aromas and maintain the grapes’ freshness. The unique terroirs of Trentino help to achieve Castel Firmian’s distinctive style: aromatic intensity balanced by elegant structure.
In the brand’s new look, the mountainous origin is on proud display. Embossed in gold, the phrase ‘Castel Firmian: Vini di Montagna’ (‘Castel Firmian: Wines of the Mountains’) surrounds the cameo image, placing the terroir at the centre of the label. The elegant hues featured across the range – stony tones, cool blues and the colours of gorse – further the Alpine connection.
That cameo, meanwhile, is a depiction of the Castel Firmian itself. The 15th century castle overlooks the Piana Rotaliana, the valley floor in which the region’s towns and wineries sprawl. In an elegant representation, separated from the brand name to enhance its impact, it pays tribute to Trentino’s long viticultural heritage. That heritage still influences the wines; families with generations of experience tend and hand-harvest the vineyards, putting centuries of expertise to good use in maintaining quality.
The grape varieties, meanwhile, have pride of place on the bottle. These are themselves a nod to history, prominently displayed in clean-lined text. Trentino is known for its monovarietal wines, encompassing both local specialities such as Pinot Grigio, Nosiola and Teroldego Rotaliano, as well as international varieties like Chardonnay and Cabernet Sauvignon.
Finally, as a nod to the careful consideration that underpins Mezzacorona’s range, the new design has been realised as both a high-quality and sustainable design. The modern typography, golden embossed details and premium paper all contribute to the sense of quality and care. The lightweight bottle, meanwhile, means that sustainable production is carried through from the vineyard to the bottle.
Communicating Mezzacorona’s 120-year history, not to mention Trentino’s centuries of wine production, is no easy feat. Yet, with Castel Firmian’s brand refresh, the storied cooperative is staking its claim at the higher end of the market, meaning that, even at first glance, consumers can see the quality, heritage and Alpine influence of the range.
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