REBRANDING AND VISUAL IDENTITY

Renewing the look and communicating change: Villa Minelli adopts a new Burgundy bottle and gets ready to introduce the Stelvin Lux cap across the entire range.

The new label also expresses this renewal, embellished with a watercolour designed by the renowned architect and designer Tobia Scarpa. The work – kept at the winery – is a semi-abstract rendering of the Apollo and Daphne myth, in a style influenced by Futurism and Suprematism.

The tripartite composition is formed by the colours of the sun on the left, the blue of the water (the Naiads element of origin) on the right, and the myth with Daphne transforming into the by tree as she attempts to flee Apollo in the centre. The concentric circles suggest a perpetual movement – pursuit and escape – while the two intersecting squares allude to the connection between the physical and spiritual. The ratio 22:7, is an evocation of π (pi) representing the idea of the infinite and constant search, the engine that drives transformation.

Tobia Scarpa

The label carries the signature of Tobia Scarpa, an internationally renowned architect and designer. In 1969, in the same year as his graduation in Venice, he received the Compasso d’Oro award for his famous Soriana armchair, designed with his wife Afra for Cassina. His works are exhibited in the major museums around the world and have received numerous awards. As an architect, he has worked with important public and private clients, including the Benetton Group, for which he designed the entire industrial area and factories in Villorba: excellent examples of industrial architecture, internationally appreciated for their aesthetics and functionality.