How a Label Tells a Philosophy: The Miralune Case

Among the green areas of Alessandria, at the watershed between the Grue and Curone valleys, lies Miralune, a company that carries on the skilled winemaking traditions of the Daffonchio family, combining tradition with innovation, with a special focus on the environment and, of course, communication. This is the case with the labels for their Timorasso, designed and produced in collaboration with ArteVinoStudio and enhanced by the printing of Ilma Etichette.

We asked Mirella and Massimo Daffonchio, owners of Miralune, to tell us a bit about their story.

Miralune is a young brand, yet it actually has an ancient tradition behind it: can you tell us a bit about your history?

To tell a story, you always have to start from the origins, about 200 years ago, on a small plot of land owned by the Daffonchio family in Monleale, near Tortona, where a vineyard was first cultivated.
The peasant culture of that time had a sacred view of the land and the fruits it gave, as it was essential for the family’s survival. Care, passion, and prayer compensated for the extremely hard work. The Daffonchio family continued to pass on these values and skills from generation to generation. Today, with the birth of Miralune, we wish to continue this tradition, adding innovation, sustainability, and renewed enthusiasm.

Why the name Miralune? And how are the lunar phases linked to the harvest?

The name Miralune is a metaphorical invitation to observe Nature more closely to guide one’s choices with greater respect for it. Observing lunar phases has always been important in agriculture. In vineyards, they dictate timings from pruning to bottling. Pruning is done during the waning moon to prevent overly vigorous growth.
In organic and biodynamic agriculture, special attention is paid to the timing of bottling: wines that require long aging are bottled during the waning moon, sparkling wines during the waxing moon, and all other wines during the full moon.

How was the label for your Timorasso born? Can you explain the philosophy behind the eye?

With the label for our Timorasso, we wanted to highlight an eye with a deep, attentive, and experienced gaze… relating both to the divine eye (understood as a guiding force in human choices) and the mature yet purely human eye that observes life—its own and that of others—with understanding, but without judgment.

How important is the label, and therefore the image, in promoting a wine?

Our labels always reference the human body, highlighting certain parts such as the head, heart, and hands, to convey our values through images that invite reflection, rather than just using a simple, catchy logo.

A few words about the collaboration with Artevino Studio and Ilma Etichette.

We are proud and grateful to Artevino Studio and Ilma Etichette for fully understanding and realizing our vision. Our collaboration with them will continue over time, as we have started sharing different projects, all executed with great care and passion.

For more information about Miralune, you can visit their Facebook and Instagram channels.