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( packaging for tasting ) Simona Bonafini Luca Lanotte Chiara Leonardi Bรกrbara Souto

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FIASCO DECANTER

| Packaging Design | Prof. Bucchetti Valeria, Ciravegna Erik | Politecnico di Milano A.A. 2011-2012 |


Galileo Galilei

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“Guarda quei fiaschi innanzi che tu bea…son pieni di sì eccellente vino”


| REMARKABLE PACKAGING | VERNAIOLO Chianti DOCG | Rocca delle MacĂŹe |

} Wrapping design quality

Packaging for the product quality

Wine glass container, shaped in a rounded form with an elongated neck and covered with straw. Contained Chianti wine produced by a Tuscan wine company boasting many awards.

Packaging product life consistency

Functional but poor handiness of use Too big format for small families’ lifestyle Perception of poor quality of the wine Flask use gradually abandoned

Make people perceive the quality of the fine Italian wine, bringing the flask back to the dining table.

Packaging mobility and distribution

Message honesty and consistency

Ergonomics

Information

Usage

Second-life

Highly evocative Representative of the Italian tradition. True symbol of exceptional Italian wine in the world

Focus on the flask in a modern and elegant way, maximize the perception of the value of Vernaiolo Chianti Riserva.

New formats and solutions to attract consumers and show them the culture of the fine wine, accessible to everyone.


| REMARKABLE PACKAGING | ANALYSIS | Pistoia

Most popular italian red wines

Prato Florence Arezzo

Siena

TUSCAN RED

PIEMONT RED

OTHERS

Chiant i Brunello di Montalcino Montepulciano Carmignano Supertoscano

Barolo Barbaresco Gattinara

Valpolicella Amarone Bardolino

Chianti uniqueness

Chianti is one of the finest wine in the world. From 1716 the Chianti region is marked out; its production areais defined as the oldest, with a certificate of primogeniture that recognize its particular territorial uniqueness.

75% Sangiovese

GRAPE COMPOSITION

25%

11,5%

Canaiolo Trebbiano Malvasia

Sangiovese grapes at a minimum of 75%. The rest comes from red grapes: Canaiolo,Trebbiano, Malvasia.

COLOR

Chianti has ruby red color, which varies in a grenade gradation.

COMBINATION

Combination with typical dishes of Tuscan tradition: Tuscan salumi, trippa, Florentine steak, ribollita.

PERFUME

Intense and persistent aromas with hints to the fermentation of wine, fruity cherry and floral violets.

ALCOHOL BY VOLUME The minimum alcohol by volume oscillate about 11.5%.


| WINE TASTING |

01

02

03

04

05

Open a few hours before consumption or settle it with mild and slow rotations of the decanter to aerate the wine.

Visual, olfactory and gustatory analysis.

Consume the wine in a Tulip glass.

16|18°

Preserve the bottle away from light and heat sources.

Bring the bottle to a temperature between 16° and 18° before uncorking.

Decanter

The decanter is a special container made ​​of glass or crystal, similar to a cruet, that allows aged wines to oxygenate and develop their best aromatic bouquet thanks to their shape, enlarged bottom and narrow neck. The transparency and the thickness of the glass does not prevent wine contact with light.


| CONCEPT |

}

VERNAIOLO | Chitanti Riserva DOCG | Rocca delle Macìe The Vernaiolo is one of the historical product of the family “Rocca delle Macìe” that has always played the role of more traditional Chianti. Product reputation Usually considered a low price and low quality wine. Project goal Improve the perception of Chianti wine: it’s an important italian wine which is usually underestimated by consumers. The goal is to change the bad stereotype and shift the way it’s perceived, highlighting its elegance and refinement. Project strengh The flask actual shape fits to be hybridized with the decanter’s format.


| CONCEPT |

}

VERNAIOLO | Chitanti Riserva DOCG | Rocca delle Macìe The Vernaiolo is one of the historical product of the family “Rocca delle Macìe” that has always played the role of more traditional Chianti. Product reputation Usually considered a low price and low quality wine. Project goal Improve the perception of Chianti wine: it’s an important italian wine which is usually underestimated by consumers. The goal is to change the bad stereotype and shift the way it’s perceived, highlighting its elegance and refinement. Project strengh The flask actual shape fits to be hybridized with the decanter’s format.

+ FLASK

DECANTER


| CONCEPT |

}

VERNAIOLO | Chitanti Riserva DOCG | Rocca delle Macìe The Vernaiolo is one of the historical product of the family “Rocca delle Macìe” that has always played the role of more traditional Chianti. Product reputation Usually considered a low price and low quality wine. Project goal Improve the perception of Chianti wine: it’s an important italian wine which is usually underestimated by consumers. The goal is to change the bad stereotype and shift the way it’s perceived, highlighting its elegance and refinement. Project strengh The flask actual shape fits to be hybridized with the decanter’s format.

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+ FLASK

DECANTER

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> FLASK-DECANTER


| CONCEPT | VISUALIZATION | ROTATION Perfume exaltation Settling

NEW BOTTLE Rounded bottom

Safe gap

Inclination and movement

WHAT

» SETTLING Join the flask of Chianti at the wine tasting experience-quality

HOW

» AVAILABLE SERVICE The rounded bottom allows the bottle rotation and the shape reminds a decanter.

WHEN

» CONSUMPTION TIME Before the consumption moment the packaging allows the natural areation.


| PROJECT | SUGGESTIONS AND INSPIRATIONS | CONCEPT REFERENCES

» Yaoki

Porcelain bottle that will always stands up.

» Bavaria

Alcohol-free beer bottle, with a rounded base

GRAPHIC MOODBOARD | ELEGANCE | HIGH CONTRAST

» Spinning top

Toy that can be spun on an axis, balancing on a point.

» Magis Spun

Thomas Heatherwick


| PROJECT | SHAPE STUDIES |


| PROJECT | SHAPE STUDIES |

» SKETCHES AND DESIGN STUDIES

» SHAPE THAT REMINDS A DECANTER Removable straw Wide base flask

» BLUE LABEL Blue label instead of straw Slimmer shape

» FINAL SHAPE Naked flask with two different glass treatments


10

150

270

40

70

| PROJECT | BOTTLE |

17

85 120

C 0% Y 0% M 0% K 0%

C 93% Y 59% M 19% K 3%

R 255 G 255 B 255

R 3 G 101 B 151


| PROJECT | RENDER |


| PROJECT | RENDER |


| PROJECT | RENDER |


| PROJECT | BOTTLE SUPPORT |


| STORYBOARD |

01.

Âť DISTRIBUTION 6 bottles container Secondary Packaging cardboard with interlocking base that keeps the bottle tilted


| STORYBOARD |

02.

Âť POINT OF SALE The packaging base becomes Exhibitor Inclined bottles


| STORYBOARD |

03.

Âť CHOOSING AND BUYING Reading of the product informations The bottle is extracted from the support


| STORYBOARD |

04.

Âť OPENING Rip the protective label Uncork with corkscrew


| STORYBOARD |

05.

» SETTLING The bottle has to rotate around itself for a while to achieve the wine aeration » GETTING INFORMATIONS Available informations aboutconsuption


| STORYBOARD |

06.

» TASTING Enjoy the fine wine!


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THANK YOU

FOR YOUR ATTENTION

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| Simona Bonafini | Luca Lanotte | Chiara Leonardi | Bรกrbara Souto |


Fiasco Decanter