This label design proposal is the result of a 5-days workshop made by Poretti company. Birrificio Angelo Poretti is an Italian brewing company located in Varese, and it also has been the official brewery of Milan EXPO 2015. The brief was to create a new set of labels/sleeve for the brand new Poretti Expo champagne-beer. We have been asked to create the name and design for this new product considering a consistent location in the existing brand architecture.
We focused on the traditional values of the Poretti company that are based on handcrafted methods, on its own heritage and traditions, strictly connected to its hometown: Varese. Because of that, we used a graphical language that reflects the Varese’s Art Nouveau style, highlighting the “Made in Italy” factor.
As name we chose “Libra”, a Latin word that means “balance”, referring to the equilibrium between beer and champagne that Poretti want to propose with its new product.
We designed four patterns based on plants and flower’s geometry, hop shape in particular, that we used in the labels, creating a series of four different design.
We also designed a light-decorated wrapping paper for the bottles, to highlight the “hand-made” and “high-quality” characteristics of the product.
