{"id":237134,"date":"2026-05-07T11:30:54","date_gmt":"2026-05-07T09:30:54","guid":{"rendered":"https:\/\/www.alimentibevande.it\/uncategorized\/migliorare-la-riconoscibilita-del-marchio\/"},"modified":"2026-05-07T12:04:45","modified_gmt":"2026-05-07T10:04:45","slug":"improving-brand-recognition","status":"publish","type":"post","link":"https:\/\/www.alimentibevande.it\/en\/imbottigliamento\/beverages\/improving-brand-recognition\/","title":{"rendered":"Improving brand recognition"},"content":{"rendered":"\n

In the world of wine, rebranding is often a delicate balancing act between what must remain and what must change, between tradition and vision, between recognisability and innovation. The new visual identity <\/strong>unveiled by Tedeschi<\/a> <\/strong>at the last Vinitaly <\/strong>sits precisely within this tension, but does so with an approach that goes beyond the purely aesthetic. The project arose in response to a strategic need: to make a vision already present in the corporate culture more explicit and legible, translating it into a coherent system of symbols, languages and materials. The packaging thus becomes the first arena in which this transformation becomes visible, taking on the role of a narrative device capable of synthesising values, production methods and positioning.<\/p>\n\n\n\n

\u201cFor us, rebranding represents a fundamental step. It is not just about restyling the logo or creating a new image, but about developing an even stronger awareness of our identity<\/em>\u201d, says Sabrina Tedeschi, who runs the company alongside her siblings Antonietta and Riccardo<\/strong>. The launch of the new image coincided with two symbolic initiatives: the presentation of the new GA.RY <\/strong>and the restyling of Valpolicella Superiore Nical\u00f2<\/strong>. Two labels that differ in function and positioning, yet are united by the same design philosophy, which interprets packaging as a space for constructing meaning rather than a mere decorative surface.<\/p>\n\n\n\n

Wine as an expression of knowledge<\/h2>\n\n\n\n

The brand\u2019s new positioning is built around a clear concept: wine as an expression of expertise<\/strong>. This vision is encapsulated in the claim<\/strong>\u201cDedicated to knowledge<\/strong>\u201d, which serves as the guiding principle for the entire visual identity. \u201cFor Tedeschi, wine is about expressing know-how; nothing is left to chance,\u201d emphasises the entrepreneur, highlighting how every bottle is the result of a process in which knowledge, research and an understanding of the terroir intertwine. A scientific approach focused on study and experimentation, fuelled in part by collaboration with the University of Verona<\/strong> and La Sapienza University of Rome<\/strong>, which underscores this winery\u2019s commitment to offering an authentic interpretation of its territory, becoming its ambassador. The rebranding took shape from this cultural framework and was developed by the international creative agency Hangar Design Group <\/strong>through a rigorous and structured design process. \u201cWe began with an analysis of Tedeschi\u2019s communication using our proprietary HDG Aboard\u2122 method, which allows us to obtain a precise snapshot of the brand\u2019s critical issues and expressive opportunities,\u201d explains Anna Bovo, Managing Partner of Hangar Design Group<\/strong>. Based on the findings, the elements of the visual identity were redefined with the aim of strengthening its perceived value whilst respecting the company\u2019s DNA. The historic logo has retained its core elements<\/strong> \u2013 the pictogram and typogram \u2013 but has been reworked <\/strong>\u2018with a view to achieving a cleaner, more modern look, to make it more contemporary and suitable for digital media\u2019, whilst the labels have been designed to highlight the unique character of each wine<\/strong>. The colour choices \u2013 in particular the warm shades of cream and burgundy \u2013 have helped to create a visual language that is restrained, elegant and highly expressive, capable of combining contemporary style and continuity with the family heritage. The result is a graphic system that does not impose a break with the past, but organises the company\u2019s symbolic heritage in a clearer and more recognisable way.<\/p>\n\n\n\n

GA.RY, a respectful and courteous approach<\/h2>\n\n\n\n
\"\"<\/a>
On the GA.RY label the 3 different grape varieties are intertwined in a play of high and low reliefs<\/figcaption><\/figure>\n\n\n\n

Originally launched as an IGT Veneto Bianco made from Garganega, Riesling and Chardonnay, and representing a novel addition to the Tedeschi range, the GA.RY wine marks the first concrete application of this identity framework. Its label is designed as a visual interpretation of the production method and the relationship with the local terroir<\/strong>. \u201cThe three different grape varieties intertwine in a play of high and low reliefs: with this depiction, we want to convey to the consumer the obsessive care we take with the soils from which our wines come,\u201d says Sabrina. \u201cAn approach based on respect and kindness.\u201d The decision to work with the three-dimensionality of the design introduces a tactile dimension that enhances the perception of the packaging, whilst the embossed paper, \u201cluxurious and capable of withstanding the ice bucket<\/em>\u201d, meets both aesthetic and functional requirements. From a strategic perspective, GA.RY becomes a threshold project: a wine that innovates the historic range without disrupting the brand\u2019s continuity. \u201cWe started with the company\u2019s most immediate needs, working on the launch of this new blend that innovates Tedeschi\u2019s traditional \u2018red wine\u2019 range,\u201d observes Bovo, emphasising how the label was conceived to interact with the overall visual system. In this sense, GA.RY\u2019s packaging is not a one-off, but a piece of a larger design, in which every element contributes to defining a recognisable language<\/em>\u201d.<\/p>\n\n\n\n

Nical\u00f2’s evolution on the label<\/h2>\n\n\n\n
\"\"<\/a>
On Nical\u00f2’s label today the bunch of grapes stands out to underline the production style<\/figcaption><\/figure>\n\n\n\n

The restyling of the Valpolicella Superiore Nical\u00f2, however, falls within a different context, reinterpreting a wine already in the range. In recent years, the winery has revised the vinification process for this wine, eliminating the light drying process introduced in the 1980s to better showcase the freshness of the fruit<\/strong>. The label is designed to make this evolution visible. “For Nical\u00f2, we abandoned the symbol representing the brief drying process”, <\/em>explains Sabrina, “and today, in its place, the bunch of grapes stands out, depicted in a dynamic, contemporary, watercolor composition with a strong chromatic impact<\/em>“. The name Nical\u00f2 has also been reinterpreted through “a modern logo, with sinuous lines, which gives the wine a distinctive, personal identity<\/em>“. In terms of design, therefore, the design has taken on the role of visually translating the winemaking choices. Anna Bovo confirms this: “The new label had to clearly express the change in production style adopted, more modern and in line with market expectations. For this reason, we constructed the graphic design in close relation to the nature of the product<\/em>“. Throughout this process, materials and suppliers remained unchanged: “The Hangar agency has always consulted with our long-standing suppliers to find the right materials to best represent the image<\/em>“, assures Tedeschi, confirming an approach that worked on reinterpreting the existing, rather than replacing it.<\/p>\n\n\n\n

Beyond the label: brand architecture<\/h2>\n\n\n\n

This rebranding is a progressive and systematic process for Tedeschi, intended to encompass the entire range and all communication channels. “We’re not just working on the packaging, but also on the image of our social media channels, website, trade shows, and all our corporate communications materials, which must be consistent and well-defined. Tedeschi’s concepts of elegance and distinctiveness remain central to all of this work. The labels for Valpolicella Ripasso and the La Fabriseria and Maternigo crus are already in the design phase – for the latter, the Bordeaux bottle will also be replaced by the Burgundy one – which will be unveiled at this Vinitaly. The labels for the most iconic Amarone wines, however, will simply be revisited<\/em>“. The stated objective, therefore, and the goal Tedeschi has focused on since the beginning of the project, is not to enter new segments, but to strengthen the brand’s shelf recognition. Hangar Design Group continues to support the company with extensive consulting services, as Bovo explains: “After the initial rebranding project, which involved redefining the Tedeschi brand’s expressive code, we are now providing comprehensive consulting services on communications, ranging from digital to label redesign<\/em>“.<\/p>\n\n\n\n

\"\"<\/a>
Tedeschi produces between 400,000 and 500,000 bottles per year<\/figcaption><\/figure>\n\n\n\n

Study, method and vision<\/h2>\n\n\n\n

Tedeschi’s strategic vision for the coming years remains unchanged, maintaining the rigorous approach that has always distinguished the company. Growth, according to Sabrina Tedeschi, will come from a structured strengthening of marketing and communications activities, tools deemed essential to making the brand increasingly recognizable among a broad and diverse audience, without altering its positioning. Alongside this, the role of scientific research will remain central, supporting increasingly targeted agronomic and production decisions in response to climate change, with vineyard interventions aimed at improving grape quality and more precisely managing aging times: “We will continue to work to extend the aging of Amarone wines and, at the same time, to make the Valpolicella wines more immediately expressive<\/em>“. In the background, a natural generational transition looms, approached as a gradual and deliberate process, which sees the entry of new talent trained outside the company as an opportunity to enrich skills: “We are planning the entry of some of our children, who have gained university and professional experience in other fields as well<\/em><\/strong>; since January, for example, Enrico, my sister Antonietta’s son, has been working alongside us in managing the Italian market<\/em>“. In a complex competitive environment like the beverage industry, Tedeschi identifies product distinctiveness, stylistic continuity, and long-term reliability as essential conditions for remaining relevant: “The market must continue to expect from us consistent quality, consistency, and the ability to blend our roots with contemporary expertise<\/em>“.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Tedeschi rebranding project has redefined the languages, signs and narrative of a historical reality of Valpolicella<\/p>\n","protected":false},"author":3836,"featured_media":237125,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20574,20653],"tags":[20696,21696,21697,21695],"tipologia":[],"coauthors":[16417],"class_list":["post-237134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beverages","category-imbottigliamento","tag-packaging","tag-rebranding","tag-tedeschi","tag-wine"],"acf":[],"yoast_head":"\nImproving brand recognition - Alimentibevande.it<\/title>\n<meta name=\"description\" content=\"The Tedeschi rebranding project has redefined the languages, signs and narrative of a historical reality of Valpolicella\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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