The Trentino wine consortium has unveiled its new communication project, marking a significant milestone in the organization’s evolution. The initiative, presented at the consortium’s headquarters in Trento, aims to reposition the brand with a focus on territory, wines, and markets. According to President Albino Zenatti, “The project is not just a graphic restyling, but a strategic repositioning. We want an identity that speaks of who we are today and where we want to go tomorrow.”
The new logo replaces the traditional vine leaf with a pergola, symbolizing a vertical path and growth. Roberto Locatelli, founder of Plus Communication, who led the project, explains, “Tradition is to guard the fire, not worship the ashes. The transition from the leaf to the pergola summarizes our ‘Welcome to the top’ positioning, between familiarity and ambition.” The pergola becomes a metaphor for quality, sustainability, and authenticity of the Trentino area, with a reference to the concept of elevation, both physical and cultural.
The restyling was well-received by members and guests, who appreciated the bond between mountain viticulture and collective identity. The meeting concluded with a toast, marking the beginning of a new phase of communication, where tradition and innovation dialogue with a renewed language. The consortium is also developing a new website, designed to enhance communication with consumers, operators, and international markets. The objective is to offer a clear user experience and updated content to showcase the Trentino wine world.
The project is based on a principle of coherence, ensuring that every touchpoint reflects the consortium’s identity, from the logo to the website, and from institutional communications to digital channels. Martina Togn, of the Marketing Commission, highlights, “The new logo is neither a starting point nor a point of arrival. It is an opportunity to collaborate and enhance the territory.” The Trentino wine consortium is committed to promoting the region’s wines and territory, with a focus on quality, sustainability, and authenticity.
For more information about the Trentino wine consortium and its new communication project, visit their website Here.