Case Study: Morgassi Superiore refines its winery brand and wine identity with FutureBrand

Morgassi Superiore refocuses its winery brand with FutureBrand after 1993 of winemaking heritage

Morgassi Superiore, a winery in Italy's Gavi region, sought to refocus its brand to better communicate its values and the superior quality of its DOCG wines. The winery enlisted the help of vendor FutureBrand to create a new strategic positioning.

FutureBrand developed a new brand identity centered on the "Journey of Taste" concept, symbolized by a mythological Pistrix creature. They created new names and contemporary, hand-drawn labels for the Gavi wines, moving away from traditional industry imagery. The solution successfully expressed the perfect balance between Morgassi Superiore's ancient artisan heritage and its modern wine-making techniques.

Morgassi Superiore