Milan was the venue for the launch of the new identity of “BERLUCCHI ’61, Numero Primo”, the Franciacorta wine that embodies the Power of an Idea, the Beauty of Nature, and the Painstaking Craftsmanship of Expertise.
Milan was the venue for the launch of the new identity of “BERLUCCHI ’61, Numero Primo”, the Franciacorta wine that embodies the Power of an Idea, the Beauty of Nature, and the Painstaking Craftsmanship of Expertise.
It was a magical evening, with the spires of the Duomo and the imposing dome of the Galleria Vittorio Emanuele illuminated by a lustrous moon, that greeted the presentation of the new visual identity and concept of our ’61 line. In the most eagerly awaited location of the year – on the rooftops and in the flower-filled gardens of HORTO, the new rooftop restaurant of THE MEDELAN – 200 selected guests, including representatives of the press, well-known faces and opinion leaders, had the chance to taste all three protagonists of Berlucchi ’61, Numero Primo: the Satèn and the Rosé with their new look, alongside the new Franciacorta Extra Brut, the latest star of the Line.
BERLUCCHI ’61, NUMERO PRIMO, is the idea on which the new identity was born: a powerful idea that highlights the uniqueness of Berlucchi in Franciacorta. ’61, the year in which the first Franciacorta was created in our cellars, is also a prime number (“Numero Primo” in Italian), which – indivisible in itself – is inseparably tied to the land that produced it. A special year, a turning point in Italian winemaking history, and a unique story that our founders – Guido Berlucchi and Franco Ziliani – had perhaps already imagined and that has been our guide for over 60 years.
The claim is incisive. “The Strength of an Idea, the Beauty of Nature, the Painstaking Craftsmanship of Expertise”: three themes that perfectly describe our company’s vision. For this very reason, they have become the founding values of the new Brand Identity project which uses new visual languages, colours and associations to make nature and design central to the brand. Nature, as the expression of a new form of beauty and ‘enrichment’: immaterial, accessible and opposed to the possession of ‘things’. Sustainability, in all its forms, in the safeguarding of the territory known throughout Italy for Berlucchi: a constant, daily practice for over 15 years.
Here are a few shots from the evening when our new line made its debut in society!
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FIND OUT MORE ABOUT THE NEW ’61, NUMERO PRIMO LINE