A new way of expressing itself, defining an even clearer identity capable of transforming every toast that celebrates the small, important moments of everyday life into something special. Serena 1881, the brand launched in 2021 on the occasion of the 140th anniversary of Serena Wines 1881 and which more than any other embodies the values of the Serena family and its strong connection to the territory, is launching a new strategy. A repositioning project aimed at giving it a clearer and more easily recognizable communication identity, thus increasing and enhancing its brand awareness. A renewed style, fresher, more refined, and in step with the times. A message capable of conveying the values of trust and authenticity that have always been at the heart of the project. For a vision that aims to offer a quality, versatile, and accessible Prosecco, dedicated to celebrating every moment of everyday life, not just special occasions.
“We are very satisfied with this project, which has managed to reinterpret a centuries-old tradition like ours in a modern key and give a fresh, coherent, and refined visual identity to our flagship line,” comments Luca Serena, CEO and fifth-generation helm of Serena Wines 1881.
“This new strategy will help us not only communicate the tangible benefits of our product to end consumers but also convey the value of our brand to industry professionals, as a strategic and recognizable choice within their product range.”
“Serena 1881 is committed every day to offering a high-quality, versatile, and accessible Prosecco, ensuring reliability and building authentic, lasting relationships with customers and partners.”
A five-generation heritage revisited with a modern twist
Serena 1881 has chosen to present itself to customers and consumers with a fresh face compared to the past, refocusing attention on the five-generation heritage of the Serena family, revisited with a modern twist.
The values of Serena 1881, moreover, are deeply rooted in the corporate values of Serena Wines 1881, of which this line is the ultimate expression: family, tradition, innovation, territory, and sustainability have always gone hand in hand with a relational approach based on trust and authenticity.
On the one hand, Serena 1881 is characterized by the excellence of its wines and by a punctual service, ensuring reliability for customers, partners, and consumers thanks to the continuity of the Serena family’s leadership and the solidity of its corporate structure. On the other hand, Serena 1881 is a wine created for everyone, the fruit of a winery with authentic character and an extraordinary ability to adapt to every occasion, making even the simplest moment special: a fine and versatile wine that speaks to everyone but is only for those who know how to choose quality.
Serena 1881: Quality Times
The two core values of trust and authenticity are at the heart of Serena 1881’s new brand positioning strategy. By promoting a winemaking culture that emphasizes quality Prosecco, the brand aims to stand out as a benchmark brand in Italy and internationally.
“The brand’s new focus is perfectly captured by the slogan that outlines its renewed positioning: Quality Times,” explains Anna Longo, Brand Manager for Serena Wines 1881. “Serena 1881 aims to become even more recognized as a lifestyle brand that celebrates the most special moments of everyday life by blending tradition and modernity and weaving stories that speak of authentic connections. That’s why, in these moments, quality is the key to making every occasion unique.”
A concept that takes shape through a series of photographs that define the brand’s new visual identity: a story in which the Heritage spirit remains the protagonist in the background, yet is revisited with a contemporary twist, combining timeless elegance with quality details and modern everyday life.
“The subtle restyling of the logo is paired with a touch of yellow, the brightest color in the visual spectrum and therefore easiest for the human eye to notice, blending with the brand’s signature colors: black and white,” adds Anna Longo, concluding.
A bold reinterpretation of the straw yellow typical of Serena 1881 wine, in a truly contemporary homage to its origins.
