Cantina Colli Ripani were founded on 1969. They bottled their first wine in the year 1977 on the region of Le Marche (Italy), in the territory of Ripatransone. To celebrate that moment they decided to create a new line of wine for the Ho.Re.Ca. market which they called 'settantasette (italian for seventy-seven) to commemorate history and territory. A new line of wine thought for a young target.

To design the identity and the labels of these wines we took a look at Ripatrasone form different perspectives in which we wanted these wines to be identified. We called five copywriters and gave them the same brief: To give a personality to the wine by writing a brief description of one of the aspects that characterize Ripatransone. The writing style we asked from them was to talk as the if the wine was a person introducing itself. Each one of the Copywriters had a different wine from the new line assigned and none of them had any idea what the other one was writing about. When we had the 5 stories written we called 5 designers to write each one a different label with their own calligraphy. This way we expressed throughout the label the uniqueness and the character of each type of wine. To give a strongest importance to the origins of these wine the label has the shape of territory of Ripatransone.