Archive for the 'Photos' Category

In 2005 when the first bottle of Ave came out to the market, a label was designed suited to the needs of the moment. Nevertheless the development of the brand was transporting the graphic simplifications towards another destination. The classic image is renewed in view of the need of keeping intact the philosophy of the project.

In this way, an image that would represent with pressure the wine ideals was searched. According to Iacopo Di Bugno, one of the Ave Wines engines, “the renewal implies a growth of the Ave brand and a consequent need for standing out. When people started to ask me if my wine came from the mountains, a cliché in many Argentine labels, I thought the moment of modifying the image had come. Removing the mountain and replacing it for something with much more sense, without breaking the original design”. On the other hand, Marcos Zerene, creator of these designs, finishes: “the change implies a new concept of the brand. We stop communicating the Proyecto Más (Project More) that had started as a couple of Italian guys who came to Mendoza to produce wines, to begin to communicate the idea of “Italian Winemakers in the New World.”

Iacopo expresses: “The Bridge perfectly represents the philosophy of the project, an ideal bridge between the Old (the Tuscany) and the New (Argentina) world.” The chosen bridge is called “Bridge of the Magdalena”; it is the most representative bridge of Lucca, city where Mario Pardini and Iacopo Di Bugno come from. At a conceptual level, it is very interesting, since it has been the main character of several legends: the most important gives its typical name “Devil´s Bridge” On the other hand, the graphic designer, Marcos Zerene expresses that “the particular way of the construction is alike to the former mountain that appeared on the label, which it allowed us to make changes without causing an obvious leap in the design.” Mario Pardini synthesizes the concept: “the will of renewing the Ave image through that ideal Bridge is like it would be the path of these years. From Lucca to Mendoza in a direct path. ”

The person in charge of Ailoviu, the design studio in charge of Ave, tell us that “the product has achieved an important place in the market by getting high scores in every Wine Reviews, therefore we needed to make a twist to the communication in order to show that the brand continues growing”. Iacopo expresses that “it communicates the will of not to stop and never set a boundary to the dream we are living. On the other hand, at a level of communication, I think it is always a positive thing to show oneself and not to rest on one´s laurels.”

According to Iacopo Di Bugno, “to the clients, the change was extremely positive since a design was also studied in order not to break the structure of our label, which it was kept practically the same. In words of the expert, Marcos Zerene tells us that “we achieved the impact by adding more colors to the labels. Before, the mountain was light grey, now the Bridge has the same shade of the capsule, to which in general composition it generates more color in the dressed bottle. Anyway, the change is gradual, this is the first big change at the level of design and I think a lot more of them will come to continue adapting to the market.”