Rebranding
The name change: a shift in perception
A key element of the rebranding was the introduction of the possessive preposition “dei” in the brand name, transforming "Cantina Colli Ripani" into "Cantina dei Colli Ripani". This change was more than symbolic; it reflected a deeper strategic goal. The objective was to emphasize that this is the winery of the Colli Ripani — not just any winery in Ripatransone, but the winery of this specific land. By highlighting this connection, the brand positions itself as inextricably linked to the uniqueness of the Colli Ripani hills, making its origin and identity an integral part of its strength.
A visual language rooted in the land
The brand's previous visual identity was characterized by heraldic-like iconography that failed to capture the essence of the winery’s values. The new image, however, speaks directly to what the winery and its members know best — the land. The goal of the new brand image is to celebrate this connection. The visual language now reflects the identity, pride, and profound bond between the people, the vineyards, and the unique landscape of the Colli Ripani. By focusing on the natural elements that define the terroir, the new identity clearly conveys authenticity, craftsmanship, and a sense of place, setting Cantina dei Colli Ripani apart in a competitive market.
Previously, the company's positioning featured the claim “Wine is an art”. While this association is valid (and perhaps one of the most widely used metaphors in the wine industry), it failed to fully convey the depth and essence of what Cantina dei Colli Ripani represents.
The new payoff reflects the authentic, tangible connection between the vineyard, the soil, and the wine it produces. This simplicity is its strength. It goes beyond metaphor and idealization, offering a clear and honest representation of reality.
At Cantina dei Colli Ripani, land and wine are inseparable. Their diverse range of wines is a direct expression of this connection, offering something for every type of consumer. The new payoff embraces this truth, grounding the brand in its most essential and undeniable assets: “There’s land and there’s wine.”
Rebranding
