When Ama Terra approached us to design a label for their limited edition Marche IGT Syrah wine, their objective was clear: to pay tribute to Gabriele Novi, a figure who has played — and continues to play — an integral role in the history of Cooperativa Ama Aquilone.
client
Ama Aquilone Cooperativa Sociale Onlus
agency
Andrea Castelletti Studio
concept and design
Andrea Castelletti
photography
Marco Biancucci
awards
🏆 "Coordinated Image 2023", 27th Int.l Packaging Competition, Vinitaly (as part of the Ama Terra project)
Ama Terra is a farm born from the vision of Ama Aquilone, a non-profit social cooperative founded in 1983 as a community dedicated to supporting vulnerable individuals. Drawing from decades of experience in fostering a welcoming and ethical environment, Ama Terra channels this mission into the production of high-quality organic products that honor local traditions. Through this initiative, the farm facilitates the social and professional reintegration of individuals, offering them a renewed sense of purpose and dignity.
During our initial discussions with Ama Terra, we were introduced to Gabriele, affectionately nicknamed "Il Topo" (The Mouse). His character was described as a complex and multifaceted blend of intelligence, cunning, generosity, compassion, and ruthlessness. It was said that his favorite character was, in fact, himself — a reflection of his bold personality and self-confidence.
Inspired by our conversations with Ama Terra, we decided to name the wine "il topo" (The Mouse), a direct reference to Gabriele Novi’s nickname. Our goal was to highlight both the wine's excellence and Gabriele's unique personality. To achieve this, we incorporated a subtle but meaningful design choice: the last letter "O" in the word TOPO is partially hidden, allowing the first three letters to form the word "TOP" — a nod to both the premium quality of the wine and Gabriele's bold, larger-than-life character.
The label design centers around this conceptual play on words and visual storytelling. The standout feature is the last "O", which is printed using a blind embossing technique. This tactile effect creates a sense of depth and mystery. Inside the embossed "O", we applied a Kurz Light Line Space Select foil that produces an iridescent, shimmering effect. This element symbolizes a portal to another dimension, evoking the idea that Gabriele is still present in spirit, visiting us through the wine.
To further reinforce Gabriele's presence, we infused the label with vibrant accents of fluorescent green, a color chosen to reflect his bold, flashy personality while symbolizing hope and positivity. The fluorescent green appears in the sealing wax closure as well as in key details on the label, printed with Kurz Brisk Green foil, adding a lively and unmistakable pop of color.
Even the bottle itself is a symbolic tribute. Its small, compact, and stout shape is not accidental. The bottle’s form mirrors Gabriele's physical stature — short and full of energy — as well as the idea of a mouse-like presence, small but impossible to ignore. Its distinctive silhouette ensures it stands out on any shelf, much like Gabriele stood out in life.
When Ama Terra approached us to design a label for their limited edition Marche IGT Syrah wine, their objective was clear: to pay tribute to Gabriele Novi, a figure who has played — and continues to play — an integral role in the history of Cooperativa Ama Aquilone.
awards
🏆 "Coordinated Image 2023", 27th Int.l Packaging Competition, Vinitaly (as part of the Ama Terra project)
Ama Terra is a farm born from the vision of Ama Aquilone, a non-profit social cooperative founded in 1983 as a community dedicated to supporting vulnerable individuals. Drawing from decades of experience in fostering a welcoming and ethical environment, Ama Terra channels this mission into the production of high-quality organic products that honor local traditions. Through this initiative, the farm facilitates the social and professional reintegration of individuals, offering them a renewed sense of purpose and dignity.
During our initial discussions with Ama Terra, we were introduced to Gabriele, affectionately nicknamed "Il Topo" (The Mouse). His character was described as a complex and multifaceted blend of intelligence, cunning, generosity, compassion, and ruthlessness. It was said that his favorite character was, in fact, himself — a reflection of his bold personality and self-confidence.
Inspired by our conversations with Ama Terra, we decided to name the wine "il topo" (The Mouse), a direct reference to Gabriele Novi’s nickname. Our goal was to highlight both the wine's excellence and Gabriele's unique personality. To achieve this, we incorporated a subtle but meaningful design choice: the last letter "O" in the word TOPO is partially hidden, allowing the first three letters to form the word "TOP" — a nod to both the premium quality of the wine and Gabriele's bold, larger-than-life character.
The label design centers around this conceptual play on words and visual storytelling. The standout feature is the last "O", which is printed using a blind embossing technique. This tactile effect creates a sense of depth and mystery. Inside the embossed "O", we applied a Kurz Light Line Space Select foil that produces an iridescent, shimmering effect. This element symbolizes a portal to another dimension, evoking the idea that Gabriele is still present in spirit, visiting us through the wine.
To further reinforce Gabriele's presence, we infused the label with vibrant accents of fluorescent green, a color chosen to reflect his bold, flashy personality while symbolizing hope and positivity. The fluorescent green appears in the sealing wax closure as well as in key details on the label, printed with Kurz Brisk Green foil, adding a lively and unmistakable pop of color.
Even the bottle itself is a symbolic tribute. Its small, compact, and stout shape is not accidental. The bottle’s form mirrors Gabriele's physical stature — short and full of energy — as well as the idea of a mouse-like presence, small but impossible to ignore. Its distinctive silhouette ensures it stands out on any shelf, much like Gabriele stood out in life.
client
Ama Aquilone Cooperativa Sociale Onlus
agency
Andrea Castelletti Studio
concept and design
Andrea Castelletti
photography
Marco Biancucci
Andrea Castelletti Studio
Milano / Ripatransone
andrea@acastelletti.com