Bersano opens a new phase in its history: the winery in Nizza Monferrato has unveiled the restyling of its most representative labels, the Icone, transforming design into a strategic tool to strengthen identity and positioning. This is not merely an aesthetic update, but a project—created by Mario di Paolo of the creative and design studio Spazio di Paolo—that makes visible a history spanning nearly 120 years, translating it into a contemporary language.
Bersano’s Icone: The Heart of the Brand
The rebranding project, the first step in Bersano’s image transformation, begins with the Icone, the collection that brings together the most representative labels of the winery’s production, conceived as a direct expression of the estates, the grape varieties and the Piedmontese origins.
“The Icone represent the essence of Bersano for us,” explains Federico Orione, the latest generation of the Bersano family and now responsible for sales and marketing activities. “They are the most representative wine of each estate, the clearest expression of our idea of Piedmont. Starting from here meant working on the very core of the brand, adding the final piece to a journey of enhancement that begins in the vineyard and extends to product perception.”
The objective is to make the identity of the wine more readable and recognisable through visual language, in line with the expectations of an increasingly selective market.
Bersano and The Napoleonic Bottle
A central element of the redesign is the revival of the historic Bersano bottle, inspired by the “Napoleonic” silhouette. A form already present in the company’s tradition, now reinterpreted as a symbol of continuity.
“We didn’t change the label—we made visible what Bersano has always been,” Orione underlines.
The choice to bring this shape back to the forefront is therefore not nostalgic, but strategic: the bottle becomes an identity marker capable of standing out in a market dominated by standardisation.
“Imperfection, when it comes from human hands and history, is not a flaw—it is identity,” explains Mario di Paolo. “In rethinking this bottle, we chose to start from this very principle, recovering the authentic language of ancient hand‑blown bottles. The slight asymmetries that once were the natural sign of craftsmanship today become a distinctive and recognisable element. In a landscape dominated by standardisation, we wanted to restore uniqueness, character and authenticity to an object capable of telling time, memory and human gesture. This is where craftsmanship meets the future, turning imperfection into value and history into a continuous opportunity for innovation.”
The Label: A Contemporary Language
Alongside the recovery of the historic silhouette—which had already impressed Arturo Bersano, leading him to intuit ahead of time how even the bottle could become a sign of recognisability and value—Bersano introduces a completely new label, built on layering and materiality.
Two overlapping levels create a dynamic visual effect, with pierced elements inspired by lace that reveal glimpses of the glass beneath. The design is completed with premium papers, foil detailing and a tin capsule that recalls the historic headquarters in Nizza Monferrato.
“The bottle makes us recognisable from afar. The label draws closer, surprises, creates a connection. The capsule leaves a memorable detail,” explains Federico Orione. “Every element has been designed to communicate refinement without ostentation. We wanted something that had never been seen before, yet capable of lasting over time.”
The result is a balance in which design does not simply decorate, but becomes an integral part of the wine experience.
Design as a Strategic Lever
The project emerges in response to a profound shift in the market.
“Consumers drink less, but better. They seek quality, substance, beauty, and want to recognise the real value of what they choose. It is precisely in this space, between substance and desirability, that Bersano aims to strengthen its role,” Orione notes.
Design thus becomes a tool to make product quality more evident and the brand perception more contemporary.
“Wine is emotion. It is tasted with the palate, but first encountered with the eyes,” he adds. “That is why we believe a great wine deserves a form capable of expressing its quality. Beauty is not an accessory—it is part of the experience.”
A New Chapter for Bersano
The restyling of the Icone marks the beginning of a broader path that will involve product, distribution and consumer engagement:
“We are a winery founded in 1907, but we do not see our history as something to manage. We see it as a platform from which to restart—with energy, ambition and a clear vision of the future.”
At the base of the bottle is engraved Arturo Bersano’s historic phrase: “Sit, drink and be joyful, ave.”
Much more than a simple homage:
“The bottle tells who we have been,” emphasises Federico Orione. “It is a strong, recognisable and deeply ours sign. Bringing it back today does not mean looking back, but giving new strength to an authentic element of our identity.”
“This project is not an arrival point, but the beginning of a rational, strategic and well‑defined path. We have not redesigned a label—we have given shape to a direction. Every choice we make from now on must confirm the same promise: quality, consistency and ambition. The real work will be to maintain that promise, bottle after bottle, because consistency over time is the only luxury that cannot be bought.”
