The project was a part of training masterclass set up by Fondazione Exclusiva with ARTITEXTURE name; it was built on cross-knowledge, on design thinking approach, and on managerial skills and it aimed at values like unicity and beauty. It was a chance both for young designers and for companies.
Labels are the ID card of every product and they represent the first connection between product and user; furthermore, they affect the choices of consumers, encouraging them in buying. The project was focused on wines label, because the industry has been in continuous growth and it has represented an excellence in Italian export activity.
It was important to understand that label had to communicate both technical information and values that defined it. It was necessary to add value to visual communication, adjusting it to different culture standards, in order to be strong in foreign markets. China and Russia were the country selected for the masterclass, because export market from Italy had a rebirth in these places. 3 companies, 36 designers and 12 groups used together the design thinking approach, in order to create or redesign some labels used in Chinese and Russian market. The results of workshop were collected into an exhibition called Brand & Label, that took place in Fondazione Exclusiva; the exhibition was curated by CILAB, and made on Arconvert papers to show through 60 labels of wines, beers, spirits and foods, how the best materials, technologies and craftsmanship transform intangible values into tangible experiences.