Who says that it is impossible to print a wine label with a materical pigment extracted from the volcanic dust of Etna?
The perception of a product derives from the sum of all its sensory characteristics such as color, shape, smell, tactile sensation and even sound. These aspects are not processed individually by our nervous system but interact with each other, providing a final perception that goes beyond the sum of the individual characteristics.
If it is true that we understand simply by touching, it is equally true that we take pleasure in it. And so, even in packaging, the touch plays a key role and it is scientifically proven. We are in fact equipped with a receptive system known as C-tactile fibers specifically dedicated to codifying the pleasure, which derived from this sense. There are many neuromarketing studies showing that consumers are more inclined to buy if they have first been able to touch the packaging of the product. Today, tactile packaging is one of the trends that all companies look at with interest.
How should an effective tactile packaging be? It’s a matter of balance, proportions and craftsmanship, a balance between textures and finishes, color rendering and materials.
And this is exactly what happened with the project of Palmento Costanzo, a winery located on the slopes of the Etna volcano in Sicily. To reach the perfect bond between the place where the product originates and the product itself, after months of researches and studies, the innovation lab of Rotas together with the design agency Spazio di Paolo have realized a materical pigment extracted from the volcanic dust of Etna, which is totally printable.
The idea of using a natural color extracted from the solidified magma evokes the territory and the volcano, the best guardian for the old vines of Nerello Mascalese, Nerello Cappuccio, Carricante and Cataratto.
Through this unique multi-sensorial label, the result is extraordinary: sight, touch and smell are stimulated and the consumer is naturally led to touch the label intrigued by the natural luminescence of the minerals present in the pigment. By touching, the label seems rough, consistent and materical. To the nose is breathing Etna because the whole packaging is made only with Etna!
The innovation masters Mario di Paolo by Spazio di Paolo and Francesco Celante by Rotas Italia has decided to print this materical pigment on the Arconvert’s self-adhesive paper Cotone Bianco Ultra WS. With its natural texture and white nuance, Cotone Bianco Ultra WS is a tree-free self-adhesive paper made from 100% cotton fiber. Thanks to the Ultra WS treatment, it is ideal for slowing down the graying and wrinkling on the labels of bucket wines. Furthermore, it contains a special mold inhibitor that makes it particularly suitable for labeling quality wines which age in the cellar. Cotone Bianco Ultra WS is the perfect choice for creating labels not only for wines, but also for spirits, gourmet foods, cosmetics and other high-end products. This natural self-adhesive paper is compatible with a wide variety of printing techniques, even the materical pigment extracted from the volcanic dust of Etna.
The jury of Vinitaly Design Int’l Packaging Competition give the Vinitaly special prize “Label of the year 2019” to Etna Rosso 2015, Contrada Santo Spirito of Palmento Costanzo.
The motivation is: “Wine and territory: an unconventional and rhetorical link for the bottle exceeds the limits of compositional banality with an effective choice of materials and shapes. From the choice of opaque glass paste that gives lightness, to the volcanic molding with a special lava stone finish on the label. A complete and successful project that releases flavors and tones of the Sicilian land.”