Morgassi Superiore
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The Journey of Taste
Morgassi Superiore, the winery at the heart of the Gavi region, has been producing excellent DOCG wines since 1993. They are the result of a perfect balance between an ancient artisan heritage and modern wine-making techniques. Their excellence is expressed by their renowned Gavi di Gavi wine. Morgassi Superiore asked us to assist them in the process of refocusing the winery brand. The goal was the creation of an ownable strategic positioning able to communicate both the brand values and the superior quality of its wines.
After the approval of Morgassi Superiore's new positioning, we started the design phase leading to the creation of the new brand identity and of the names and labels of its Gavi wines: The “Journey of Taste” concept is symbolized by the Pistrix, a mythological creature that inhabits land, sea and air, stating the versatility of the Morgassi wines. The names – Volo, Tuffo, Passo - and the labels of the Gavi DOGC wines represent three different taste experiences, while the bold hand-drawn signs of their labels give the bottles a contemporary and iconic look, far from the traditional imagery of the wine industry.
“The concept of the journey of taste perfectly represents the way we intend our work in the vineyard and in the laboratory. The fascination of the Gavi land, its unique climate and long passion for wine making is expressed by the mythological creature that goes under the name of Pistrice, capable of walking, swimming and flying, experiencing different conditions and enjoying all the perfumes and flavours of earth, water and air. The design created by FutureBrand stands for the balance between heritage and modern techniques expressed by our wines.”
Marina and Cecilia Piacitelli, owner of Morgassi Superiore
