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“Tessuto” is the Italian wine chosen by the German large-scale retail company METRO for 2015. The goal of this project was to give the product an identity, providing a name and label capable of conveying the idea of ​​Italianness to a target made up of consumers from very heterogeneous geographical areas: from Central Europe to the Balkans, from Southern Europe to Turkey, from the Far East to Latin America.

It was necessary to consult with managers from different countries and reconcile the needs of their target markets.

The chosen name is a term from our language that has become internationally recognized.
The word “Tessuto” evokes ideas from the world of fashion, which sees our country as a country of excellence on a par with its winemaking heritage.

The idea was graphically translated with a decorative pattern, featured on the label and evoked by the two “S”s in the name. The design was born from the elaboration of the ornamental motifs of traditional embroidery from the area where the wine is produced.

The product proved to be a winner for Metro, with the best sales performance and appreciation in an international market.