Merlotta Labels: Between Style and Design

The Seventies, the “family” system

Originally, it had a simple, often handwritten label attached to the neck of the bottle or held in place by a string. These are the only Numero Uno bottles, dated 1971, 1975, and 1979 (from M-Museum), also handwritten by those who frequented the farmhouse. A precious testament to the attention already paid to the native Romagna grape varieties of Albana and Sangiovese.

The Eighties, the Narrative Design

The second, extremely important phase, that of the Narrative Design, was completed and entrusted to Roberto Casadio, a photographer, graphic designer, and illustrator in Imola. He created the first labels on the bottles, which playfully and truthfully depicted the area surrounding Podere Merlotta, its hills, villages, paths, profiles, and figures of typical rural characters. Among these, those for Il Merlo Rosso, which remains fondly remembered and highly successful, stand out, as does the 1988 Albana DOCG Secco (Italy’s first white DOCG wine since 1987).

Late 1980s, early 1990s, Bel Design

A graphic design that can be defined as Bel Design, characterized by two aspects: the introduction of a single brand for all labels, expressed through the term Merlotta written diagonally. In this short period, all products were identifiable by the brand name thanks to the diagonal symbol. Easy to recognize, yet slightly cumbersome, and above all, intriguing in forcing all production lines to conform to a single model. Note that this series of labels symmetrically contains the Il Merlo Rosso icon at the top, almost as if to suggest its standard “logo.” Designers Roberto Casadio and Rolando Giovannini, working in sequence.

The first half and central 1990s, the late Post Modern era

Defined as late Post-Modern, with highly colorful, vibrant styles that evoke light, life, play, and creativity, each distinct, intense, and saturated. This new line of labels is distinguished by the inclusion of the new “Dragons and Trident” logo. The designs are expertly re-edited from certain Neoclassical styles, faithfully reproduced from the frescoes of the Potato Room by Antonietta Manara. Designer Rolando Giovannini collaborated with graphic designer Lilia Lega and esteemed artist Professor Antonella Cimatti.

Late Nineties, the Neo-eclectic

A Neo-eclectic style that retraces and combines the poetics of previous eras in a diverse assemblage. These compositions feature interwoven stylistic fragments. Designer Rolando Giovannini and Lilia Lega offer pure expressions in gadgets and accessories.

2000s, from 2004 to 2015, Minimal style

Minimal style, since 2004 the minimization of graphic communication has led to the absence of decoration and color. A true stylistic revolution and a new company logo. A special section has been dedicated to the logo, to highlight and emphasize the Merlotta brand. Designers: Sara Loreti, Fabio Minzolini, and Marco Minzolini.

2016, Corporate Rebranding and Logo Restyling

Since 2016, a major corporate rebranding and the creation of the Tenuta Coccapane brand have positioned Merlotta in a significantly higher market segment. With the restyling of the logo and the revival of the textured surface of the 19th-century painting, Merlotta has entered the wine lists of the region’s finest restaurants, some even Michelin-starred.   During this period, there was also a strong focus on the use of natural materials, contemporary slogans, and keywords. Decoration becomes poetic in thought and interpretation, yet still essential. Designers Sara Loreti (Studio Vixxual), Fabio Minzolini, and Marco Minzolini.

2024, the Tridènte project gives life to a new logo

The 2024 Tridènte project brings to life a new logo, currently used exclusively to identify the triad that composes it. The company wanted to further deepen its focus on the brand by narrowing the focus on its central element, further elevating its aesthetics and quality. The stylized trident was set amidst the golden reflections of the sea waves. Designers Sara Loreti (Studio Vixxual), Fabio Minzolini, and Marco Minzolini.