Telling Tradition and Culture Through a Fresh, Captivating Image: The Balbiano Case

The Restyling Project by Ilma Etichette, ArtevinoStudio, and HP

Some requests are true challenges — projects that require passion, creativity, and teamwork to achieve a result that satisfies every expectation.

Such was the case for the restyling of the label line for large-scale distribution created for Balbiano, a project that stands out for its originality and character.

The winery, located in Andezeno, near Chieri (Turin), tells the story of Piedmont’s rich winemaking tradition through its wines — from Freisa, in its sparkling, still, and superior versions, to Bonarda and Malvasia di Castelnuovo Don Bosco.

These are wines that embody the soul of Piedmont: genuine, brilliant, straightforward, and authentic.

The Need for Renewal

While deeply rooted in tradition, Balbiano’s philosophy sought to shed its more “antique” elements and give full expression to the freshness and vibrancy of its native grape varieties.

The goal was clear: to find a new visual identity that could communicate tradition, territory, and philosophy in a more contemporary and captivating way.

The new labels needed to stand out on shelves — combining color, emotion, and dreamlike imagery — while preserving the historical connection between playfulness and wine, a recurring theme in Balbiano’s story.

Balbiano: Wine and Play

The Balbiano family’s passion for both wine and play is well documented through their Museum of Antique Toys, a collection of over 600 pieces from the mid-1800s to the 1950s.

This playful heritage inspired the concept for the new labels. As ArtevinoStudio, the creative agency behind the project, explains:

“Just as antique toys define the premium line, in the GDO collection the dreamlike, playful spirit becomes the star.”

The design features a large vintage hot-air balloon dominating the label — a symbol of lightness and freedom. Smaller balloons float in the background, giving depth and dynamism.

The result: six wines, six labels, all sharing a common visual theme but distinguished by unique color palettes that enhance recognition and individuality.

Unique Labels with a Common Thread

This innovative concept was made possible thanks to HP Indigo’s Digital SmartStream Designer technology, specifically through its COLLAGE function — a feature that allows randomized graphic compositions, making every label one of a kind.

ArtevinoStudio designed the layout so that each wine remained recognizable through its shared central element — the hot-air balloon — while the background of smaller balloons varied in number, size, and position, generating dozens of unique combinations.

In total, about 50 optimized variants were selected after rigorous prepress testing by Ilma Etichette and ArtevinoStudio, ensuring both visual balance and communicative impact.

After printing, each label received a matte flexographic varnish for protection, followed by a gloss finish to highlight key visual elements.

The Result: Beauty and Impact

The outcome is a collection of visually striking, elegant, and engaging labels — truly impossible to overlook on a shelf.

The custom-shaped die-cut embraces the balloon illustration, extending it beyond the label’s edge, while the gloss varnish on the main artwork enhances the sense of depth and light. The Balbiano logo, embossed in braille, adds a refined tactile element.

Printed on Fedrigoni Tintoretto Gesso paper, the labels balance the purity of its white tone with vintage-inspired illustrations — a perfect dialogue between heritage and modernity.

These finishing touches tie together the series, embodying a blend of creativity, storytelling, and craftsmanship that transforms each bottle into a piece of visual poetry.