By revamping the Classica Prosecco Superiore DOCG line, Ruggeri has updated its image, emphasising the qualities that have always distinguished it: elegance, authority, and a strong connection to the Valdobbiadene region. Gentlebrand has guided the brand through a visual evolution, giving its heritage a more contemporary and distinctive look.
The new design is expressed through bottles with a strong character, where dark glass provides an ideal backdrop for clean, contemporary labels. The iconic symbols of each product stand out more, becoming the focus of the narrative. The historic colours, such as golden yellow and bright green, have been retained and enhanced to create an elegant, premium contrast that reinforces brand recognition.
Gentlebrand's work also covered the capsule and the selection of materials and finishes, which were carefully chosen to ensure consistency and perceived quality. Gentlebrand accompanied the project through to production and the official photoshoot, providing prototypes throughout.
The new visual identity was then extended to secondary packaging and communication. This included developing key visuals for digital out-of-home campaigns in Rome, Milan and Venice, as well as creating a corporate presentation for the sales force.
The outcome is a modernised Classic range, more in tune with today's tastes and more luxurious, managing to convey a contemporary feel without betraying its historical character.
