The Seventies, the “family” system

Originally with a simple label, often handwritten, applied to the neck of the bottle, or supported by a cord. These are the only Numero Uno bottles, dated 1971, 1975 and 1979, (from M-Museum) also handwritten by people who frequented the farmhouse. A precious testimony to the attention already paid to the native Romagna Albana and Sangiovese vines.

Eighties, Narrative Design

The second extremely important phase, that of Narrative Design, is carried out and entrusted to Roberto Casadio, photographer, graphic designer, and illustrator in Imola. He is responsible for the first labels affixed to the bottles that represent with a playful and truthful drawing the territory surrounding Podere Merlotta, its hills, its centers, its paths, profiles and figures of typical characters of the countryside. Among these, those of Il Merlo Rosso stand out, which is still recognized today for its good memory and great success, and the Albana DOCG Secco of 1988 (the first white DOCG wine in Italy since 1987).

Late Eighties, early Nineties, Bel Design

Definable graphics of Bel Design that is characterized by two aspects: the introduction of a brand for all labels and made explicit by the term Merlotta written on the diagonal. In this short period all the products are identifiable in the brand by means of the transversal sign. Easy to recognize, yet just a little cumbersome and above all intriguing in forcibly standardizing all the production lines to a model. Note that this series of labels contains the Il Merlo Rosso icon symmetrically at the top, almost as if to hypothesize its standard “logo”. Designers Roberto Casadio and Rolando Giovannini, who work in sequence.

The first half and central Nineties, those of the late Post Modern

Definable as late Post Modern, with very colorful, lively styles that recall light, life, play, creativity, all different from each other, intense, saturated. Designer Rolando Giovannini with the collaboration of the graphic designer Lilia Lega and the professor Antonella Cimatti, esteemed artist. Artfully re-edited drawings of certain Neoclassical styles, faithfully taken from the frescoes of the Camera delle Patate by Antonietta Manara. This new line of labels is distinguished by the inclusion of the new logo with “Dragons and Trident”.

Late Nineties, the Neoeclectic

Neoeclectic style that retraces, adding them, poetics of previous eras in a variegated assembly. They are compositions in which stylistic fragments can be seen joined. Designer Rolando Giovannini with Lilia Lega, pure expressions on gadgets and accessories.

2000s, from 2004 to 2015, Minimal style

Minimal style, since 2004 the minimization of graphic communication leads to the absence of decoration and colors. A true stylistic revolution and a new company logo. A special section has been reserved for the logo, to highlight and give importance to the Merlotta brand. Designers Sara Loreti, Fabio Minzolini and Marco Minzolini.

2016, Corporate Rebranding and Logo Restyling

Since 2016 a new turning point, an important corporate rebranding operation and the creation of the Tenuta Coccapane brand, positions Merlotta in a decidedly higher market segment. The use of dark and gloomy colors, the restyling of the logo, the recovery of the material surface of the nineteenth-century pictorial image, helps Merlotta to enter the wine lists of the best regional restaurants, sometimes even starred. Solid, high-quality communication materials, with tactile textures. Much in this period is also played with the use of natural materials, slogans and contemporary keywords. The decoration becomes poetic in thought and reading, although still very essential. Designers Sara Loreti (Studio Vixxual), Fabio Minzolini and Marco Minzolini.

2024, the Tridènte project gives life to a new logo

The 2024 Tridènte project gives life to a new logo, a logo that to date is used exclusively to sign the triad that composes it. The Company wanted to make an even more in-depth focus on the brand by narrowing the objective on its central element, further elevating aesthetics and quality. The stylized trident was placed among the golden reflections of the sea waves, hence the idea of ​​designing and editing this publication.