Consorzio Lugana

The Consorzio Tutela Lugana DOC is the key institution promoting and enhancing this historic denomination between Lombardy and Veneto. Bringing together more than 200 producers, it safeguards the deep bond between the Turbiana grape and its native environment: the unique terroir surrounding Lake Garda.
An identity deeply rooted in tradition yet forward-looking, with the ambition of sharing with the world the value of Lugana, its terroir, and the people who make it possible.

We guided the Consorzio through a journey of redefining its identity, with the aim of creating a communication system that is authoritative yet approachable — able to speak both to professionals and to wine lovers.
The project focused on strengthening Lugana’s positioning as a benchmark wine on the Italian and international scene, finding the right balance between institutional credibility and warmth, between product and lifestyle.

From concept to visual and verbal identity, from photography to the Vinitaly 2025 stand: we shaped every detail of the Consorzio Lugana’s rebranding, building an integrated communication ecosystem that carries the soul of Lake Garda’s territory across every touchpoint.
The new visual identity interprets the concept ‘Drink for the life that you want’ in a contemporary and distinctive way, while the messaging defines a tone of voice that blends oenological expertise with evocative storytelling.
The photoshoot captured the essence of the land — among vineyards, golden light, and lakeside views — transforming landscapes and moments into an authentic visual narrative. Finally, the stand designed for Vinitaly 2025 becomes an immersive and scenographic space, conceived to let the audience experience Lugana as a never-ending summer.