When heritage becomes design: the Piedmontese winery unveils a new visual identity for its most iconic winesNizza Monferrato, June 2026 – “We didn’t change the label; we made visible what Bersano has always been.” With these words, Federico Orione, the latest generation of the Bersano (link) family and today at the helm of the company’s sales and marketing activities, introduces the new design of Icons, the collection that brings together Bersano’s most representative wines. The project marks a new chapter in Bersano’s visual identity, bringing to the surface authentic elements of a story that spans almost 120 years.
Developed together with Mario Di Paolo of the creative and design studio Spazio di Paolo, the project starts from Bersano’s historic bottle and its “Napoleonic” silhouette: a form already present in the winery’s history, now rediscovered and reinterpreted as a distinctive element of its renewed visual identity. From this starting point, a contemporary design language takes shape, built between historic form and new graphic sign: the bottle conveys continuity,the label introduces change.
„We are a winery founded in 1907, but we do not see our history as something to be managed,“ explains Federico Orione. „We see it as a platform from which to move forward, with energy, ambition and a clear vision for the future. This project was not about creating a rupture, but about embracing a conscious continuity: bringing authentic elements of our identity back to the surface and reinterpreting them through a language that belongs to our time.“
ICONS: THE ESSENCE OF BERSANO
The redesign begins with Icons, the collection that embodies the most representative expressions of Bersano’s viticultural and winemaking heritage. Each wine is conceived as the interpretation of a specific estate, origin or Piedmontese grape variety — a selection designed to express the most distinctive and authentic side of the winery’s production.
“Icons represents the essence of Bersano,” continues Federico. “They are the most representative wines of each estate, the clearest expression of our idea of Piedmont. Starting here meant working on the very heart of the brand, completing a process that begins in the vineyard and extends all the way to the way the product is seen, understood and valued.”For Bersano, this new design arrives at a time when the wine market is calling for stronger, clearer and more coherent signals. “Consumers may be drinking less, but they are drinking better. They seek quality, substance and beauty, and they want to recognise the genuine value of what they choose. It is precisely within this space, between authenticity and desirability, that Bersano aims to strengthen its position.”
THE NAPOLEONIC BOTTLE: HISTORY AS FORM
At the heart of the project is the revival of Bersano’s historic bottle, inspired by the distinctive “Napoleonic” silhouette that has long been part of the winery’s visual heritage.
Its origins trace back to an episode connected to the La Cremosina estate, where antique bottles were found, believed to date from Napoleon Bonaparte’s time in the area during the Marengo campaign. Their silhouette captured Arturo Bersano’s imagination and led him to understand, well ahead of his time, that in wine the bottle itself could become a sign of identity and value.Today, that silhouette has been brought back and reinterpreted in a contemporary key. “Imperfection, when it originates from human craftsmanship and history, is not a flaw: it is identity,” comments Mario Di Paolo, founder of Spazio di Paolo. “In redesigning this bottle, we chose to begin from this very principle, drawing inspiration from the authentic language of hand-blown glass bottles. The subtle asymmetries that once naturally reflected artisanal production now become distinctive and recognisable features. In a landscape dominated by standardisation, our goal was to restore uniqueness, character and authenticity to an object capable of conveying time, memory and the human gesture. This is where craftsmanship meets the future, transforming imperfection into value and history into a continuous source of innovation.”
Engraved on the bottom of the bottle is Arturo Bersano’s historic motto: “Siedi, bevi e sii lieto, ave.- Sit, drink and be joyful, hail.”
“The bottle tells the story of who we have been,” Federico explains. “It is a strong, recognisable symbol that belongs entirely to us. Bringing it back today does not mean looking backwards; it means giving renewed strength to an authentic element of our identity.”
THE LABEL: THE FUTURE ON THE SURFACE
In dialogue with the historic bottle stands a radically new label, developed with Spazio di Paolo.
The design explores layering, texture and visual surprise: two overlapping labels combine into a single composition, featuring a lace-inspired cut-out pattern that reveals glimpses of the glass beneath.
Premium papers, foil detailing, embossing and a short tin capsule featuring a decorative element inspired by Bersano’s historic headquarters in Nizza Monferrato complete a sophisticated, tailor-made packaging concept designed to accompany the bottle without overshadowing it. The result is a balance between heritage and contemporaneity, memory and innovation.
“The bottle makes us recognisable from a distance. The label invites people closer, surprises them and creates a connection. The capsule leaves a detail worth remembering,” says Federico. “Every element was designed to communicate refinement without ostentation. We wanted to create something distinctive, yet capable of standing the test of time.”
The new design is therefore not simply an aesthetic update, but a broader reflection on the language of the brand. Design becomes a tool to make the quality of the wines more evident, the role of the Icons collection more recognisable and the perception of Bersano more contemporary.
“Wine is emotion. It is tasted with the palate, but first encountered through the eyes,” Federico adds. “That is why we believe a great wine deserves a form capable of expressing its quality. Beauty is not an accessory; it is part of the experience.”
A NEW CHAPTER
The redesign of Icons marks the beginning of a broader evolution of Bersano’s identity. This direction will progressively influence products, language, distribution, spaces and consumer relationships, with the aim of strengthening the winery’s role as a contemporary interpreter of Piedmont’s wine heritage.
“This project is just the beginning of a rational, strategic and clearly defined journey,” concludes Federico. “We have not simply redesigned a label; we have given shape to a direction. Every choice we make from now on must uphold the same promise: quality, consistency and ambition. The real challenge will be to honour that promise, bottle after bottle, because consistency over time is the only luxury that cannot be bought.”
Bersano
Founded in 1907 in Nizza Monferrato, Bersano is one of Piedmont’s leading wineries. The company directly oversees the entire production chain, from vineyard to bottle, through ten estate properties spread across Langhe and Monferrato. Alongside its interpretation of the region’s great native varieties — Barbera, Nebbiolo, Ruchè, Brachetto and Moscato — Bersano pursues a dynamic and forward-looking vision, embracing experimentation through international grape varieties and an ongoing dialogue with contemporary culture.
Now in its fifth generation, Bersano brings elegance and connection to moments of conviviality, creating wines that are distinctive, balanced and highly recognisable — a natural choice for those who seek to drink well, wherever they are in the world. A significant cultural heritage, preserved within the company’s museums and archives, further enriches the identity of a maison that does not simply preserve its history, but continuously invests in it.
