Luigi Mazzei Receives the Bronze A' Design Award for Cervinago Rosso Packaging Design in Packaging Design

Luigi Mazzei recognized for packaging design by the international grand jury of the 2018 - 2019 A' Design Award & Competition

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COMO, Italy, April 20, 2019 /DesignNewswire/ A' Design Award & Competition has confirmed the Bronze A' Design Award in the Packaging Design category for Cervinago Rosso Packaging Design by Luigi Mazzei, designed for Azienda Agricola Cerchiara. The result belongs to the 2018 - 2019 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.

What the Bronze A' Design Award Means

The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

More About Cervinago Rosso Packaging Design

In the early 1940s, a cinematographic current called "noir" took hold. The main protagonist turned out to be a dark lady, seductive and elegant, wearing dark clothes. The identity represented with the label design is inspired by Billy Wilder’s film "Double Indemnity". Label’s background and typeface lettering of Cervinago recalls the hidden content of the bottle and the dark lady's lipstick. Geographical production area prevails in the other typefaces. Infographics on the back label highlight the main features of the bottle.

About Luigi Mazzei

Graduated in Communication and Marketing Psychology, he discussed his degree thesis on the theme of "the influence of viral videos". To date he has several videos to his credit: advertising, experimental, viral, short films, documentaries, and sound installations etc. In 2010 he directed the viral video 'Lipstick Fever' finalist at the "Falstival", the first viral video festival in Italy. In 2011 he worked with Roberto Fazio interaction design studio creating case histories and marketing activities, including the campaign to disseminate video mapping, for the celebration of the 30 years of partnership between HUGO BOSS and Mclaren.

Award Record

Luigi Mazzei is a winner of 1 A' Design Award, including this recognition.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://dezigners.org/design-category/packaging

About A' Design Award & Competition

Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://dezigners.org/81713
A' Design Award Page: https://competition.adesignaward.com/81713
Media Showcase: https://www.designnewsroom.com/!81713
Laureate Profile: https://dezigners.org/d/242962
Further Information from the Laureate: http://bit.ly/2HRJtwl

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Cervinago Rosso Packaging Design
Function: Packaging Design
Category: Packaging Design
Discipline: Communication Design
Industry: Packaging & Retail, Branding & Advertising and Manufacturing
Colors: Black, Dark Slate Gray, Dim Gray, Light Slate Gray and Silver
Images: 5
Client: Azienda Agricola Cerchiara

The Recognition

Laureate: Luigi Mazzei
Country: Italy
Recognition: Bronze A' Design Award
Edition: 2018 - 2019
Design ID: #81713

Credits

Image Credits: Photographer Luigi Mazzei, 2019 Optional; Photographer Luigi Mazzei, 2019 Image Profile: Photographer Gaetano Gianzi, 2019 Video Credits: Luigi Mazzei, 2019

Design Details

Unique Properties: Thanks to the usage of a typeface 30s styles, the bottle has been dressed with a dark dress, at the same time elegant and seductive. The red lettering of Cervinago predominates over the entire label, and represents the dark lady of cinematographic stereotype of those years. The red revokes both the hidden content of the bottle and the lipstick of the dark lady on the glass, common picture in the movies.
Inspiration: The branding strategy of the label, inspired by noir movies 40s styles, conveys on the front of the bottle the playful and utopian values of the product and on the back the critical ones. The label, with a black background, takes the same atmosphere of the noir movies 40s styles, in which the main character was often an elegant seductive and mysterious woman.
Research: Starting from the key contents (from the conceptual basis) of the semiotic square of Floch (that defines the conceptual reason according to which a consumers choose a good or a service), the branding strategy of the label, inspired by noir movies 40s styles, conveys on the front of the bottle the playful and utopian values of the product and on the back the critical ones. Seduction and mystery, playful and utopian values capture the attention of the consumer, inviting him to discover the content of the bottle and the geographical area in which it is born.
Challenge: The invite to discover the mystery through the seduction of the product is a metaphorical recall to the conceptual exceedance of little known territory of Alta Ionian Calabria, out of the mass tourist destinations and ideal for lovers of natural and rural experiences linked to the high quality products poorly known and procurable.
Realization and Technology: An uncoated, matt, woodfree printing paper with a tactile hand made appearance and feel. Wet strength and anti fungicidal treated it is specially designed for the labeling of luxury goods, wines and beverages in particular.
Operation and Interaction: The main pillars of the communication strategy are quality, territory and origin. The above mentioned values are reflected in the communication path of the label, aimed at informing the customers on the whole production cycle of Cervinago. The infographics on the back of the label have been designed to be engaging peoples, giving clues of the main features of the wine as the year, serving temperature and alcoholic richness. The main goal of the icons is to support the customer that is habits to read less and less because he is influenced by the prevailing and overabundant web communication full of text.
Project Duration and Location: The project lasted five months, from February 2017 to July 2017 and it was created in Trebisacce (Cosenza, Italy). It was shown at 2018 in Verona at Vinitaly International Packaging Competition 2018 (Winning the Bronze Label)
Specifications: Wine bottle 75 cl Height : 280mm Diameter : 68mm The label consists of two parts: the main label (80 x 110 mm), and the back label (70 x 80 mm)
Keywords: wine, label, packaging, Packaging design, brand identity, Cervinago