600 years of luxury wine making

Problem:
The Antinori family has been committed to the art of winemaking since 1385. The challenge was to express Antinori’s legacy in a way that feels contemporary without reducing it to traditional cues.

Key Insight:

Legacy becomes more enduring when told through stories, not just stated as history.

Approach:
Built a narrative-driven packaging system inspired by Dionysus, the Greek god of wine. Illustration becomes a storytelling device, elevating the act of drinking into a cultural and almost ritualistic experience.

Outcome:
A collectible packaging system that extends beyond the bottle into gift editions, communication and brand experiences positioning Antinori as both a legacy house and a living story.