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Grola
Grola: The contemporary renaissance of a Valpolicella icon.
Io sono Grola
HDG drives the strategic evolution for a Valpolicella icon, shaping a proud identity voiced entirely in the first person.
THE LANGUAGE OF MATERIALITY
The label redesign relies on a pure, rigorous mark to elevate the terroir's heritage into an ultra-premium experience.
The profound bond between Grola and Valpolicella Classica translates into a minimalist, highly tactile design system. On the label, a dark brushstroke enriched with gold foil details outlines the ridge of the historic vineyards. This visual synthesis intentionally evokes the profile of a crow, anchoring the iconographic symbol that will drive the brand's entire communication strategy to the bottle. It is a design choice that elevates the product’s positioning, communicating the wine's heritage through a rigorous, contemporary visual code tailored to the Super-Premium segment.
This high-end aesthetic is built upon a production approach structured around genuine sustainability. The tactile experience relies on a 100% cotton-fiber paper stock to enhance the product's artisanal craftsmanship. Furthermore, the overall environmental impact was drastically reduced by adopting a new lightweight bottle, paired with low-impact capsules and secondary packaging made from FSC-certified paper. It is an integrated project demonstrating how design excellence must go hand in hand with protecting the terroir of origin.
The restyling project celebrates the Valpolicella Classico Superiore DOC denomination, honoring an indissoluble bond with the terroir and the profound mastery that drives Allegrini’s excellence.
ART DIRECTION & PRINT CAMPAIGN
Unveiled at Vinitaly 2026, the launch campaign chronicles the innovation behind a new blend, born where legends take shape.
To convey the repositioning of Grola, HDG developed a strategic print campaign featured across leading national and trade publications. Officially unveiled to the public at Vinitaly 2026, the visual language merges the tactile elegance of the new bottle with the graphic dynamism of the crow, a line-sketched silhouette in the background that creates a striking visual contrast.
The narrative framework solidifies the brand's identity, defining the wine as a new blend crafted where legends are born. This bold statement celebrates Allegrini’s innovative spirit and the essence of Valpolicella Classica, positioning the wine as an icon capable of disrupting conventions with an entirely contemporary edge.
