Marca Gioiosa et Amorosa
Corporate Identity, Identity, Packaging, Visual Identity
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Two souls united by passion for traditional red and white wine, Villa Sandi and La Gioiosa embody the Moretti Polegato family’s dedication to viticulture. Though they belong to the same group, the two companies have different target markets: the former is sold mostly to restaurants, hotels and bars, while the latter is sold via mass retail. Located in the heart of the hills of Treviso, Italy, La Gioiosa means ‘joyful’, a name inspired by the poetic reference to a local fifteenth-century brand known as ‘Marca Gioiosa et Amorosa’. The expression captures the pleasure of a life well lived and the flavours and aromas of the land.
Novaidea’s branding captures the exuberant liveliness and inspiration of this joyous company and bring unique identity to its wide range of products. The history and character of the land are reflected in the brand, translated in a consistent, easily recognisable form, while its values are conveyed by the iconic ellipse of the labels, product packaging, advertising and website. An authentic image with distinct colours and graphics has been created, standing out in an already-crowded market segment. The association between La Gioiosa and the famous sparkling wines of the hills of Treviso thus becomes direct and natural.