Designed and promoted by Rete 231 and Connectionethica, with the collaboration of BLab Italia, the wine label design challenge was born with the aim of researching and expressing new communication languages for wine and the values and criteria representing sustainability.
Integrate dynamic and international visions, young people, with the traditional language of wine.

With this mission, the packaging design class of the NABA course in art direction and graphic design was involved, taught by Professor Fabrizio Bernasconi.
“I immediately accepted the proposal because I have always supported the importance of involving students in concrete professional experiences, where they can understand the expectations, methods, and timelines inherent in the creative work of an agency; therefore, my packaging course has always been based on the presentation of agency case histories, seeking to transfer meanings and operational methods of the project.”

The opportunity to design 5 new labels for as many B. corp wineries has therefore led the young students from countries such as South Korea, Poland, India, Bulgaria, Russia, and Israel to develop new product identities based on concepts ranging from “Timeless luxury rooted in sustainability” to “The cycle of nature”, integrating the traditional – and strongly Italian – language of the wine world with young, dynamic, and international visions.
The students had the opportunity to collaborate with RBA design, where the Mexican designer Melissa Galvan (former NABA student) accompanied the students in a workshop that allowed them to discuss their ideas and see them evolve and take tangible form.

Melissa Galvan confirms: “As a former NABA student from abroad and now a graphic designer for RBA Design, I found myself very involved not only in the project but also in the group of students with whom we worked.”.
“I captured in them the enthusiasm and visionary gaze typical of our generation, not to mention the immense gratitude for this truly rare opportunity: creating something impactful and innovative that, however, does not remain confined to the confines of the university walls but is materialized through participation in one of the industry’s key events.”

In this context, with a global prestige that is not always accessible to students, Fabrizio and his team presented the results of the wine label design challenge: five wineries, five labels and five different concepts, to propose five ways of communicating the sustainability of the featured wines.
The project therefore began as a university exercise but has moved beyond the academic classroom to open itself up to the world – the real world, that of creative hubs, but also and above all that of industry trade shows, where it becomes a tangible way to create that connection between academia, agencies and the market that we discussed a moment ago.

A wonderful example of “learning by doing” – always a pillar of RBA Design.