Le Fioraie: Identity & Packaging

Type of project: Logo and branding

Client: Le Fioraie

Identity, branding and packaging for an age-old Italian winery in the heart of the Chianti Classico. The estate was called Le Fioraie, which in Italian means ‘flower sellers’.

I chose a 1950s drawing to represent the brand, which went very well with their ethos of quality over quantity and old-fashioned oil and wine-making. The style of the label is understated and extremely simple, with a lot of white space, to make the wine bottles really stand out on the shelves.

The estate has changed hands since I designed this logo. The new owners have changed the name of the company to ‘Piemaggio’, the main farmhouse on the estate. They have recently hired me to adapt the brand to the new name. Their imperative requirement was that the logo and labels should change as little as possible: apart from the brand recognition factor, the logo with the flower sellers is a timeless hit. I’m proud of having helped build such a long-lasting, successful mark.

Please see the relevant portfolio item to check out the brand refresh, new website and photography project that I’ve recently completed for Piemaggio.

Services provided

  • Photography
  • Brand development
  • Brand and market research
  • Illustration
  • Identity design
  • Creative design
  • Creative direction