Vecchie Terre di Montefili is a heritage winery located in Greve in Chianti, Italy, inside the Chianti Classico zone. Their Anfiteatro IGT Toscana wine represents “Vecchie Terre di Montefili’s journey throughout its history.” In 2015 their vineyard passed into the hands of new owners, and I sought to mark the occasion with a redesign of the Anfiteatro label.

Rebranding always presents a challenge, particularly when a brand’s story evokes 3,000 years of history. For this project, I modernized the label and rebalanced the visual elements while retaining characteristics from the previous label. The updated Anfiteatro label feels lighter, preserves the brand recognition for wine lovers, and honors the vineyard’s long-standing traditions.