Project Overview
Azienda Agricola Filetta
Azienda Agricola Filetta is an established family-run winery in the heart of Chianti, Italy, a region celebrated for its renowned wine tradition. They produce organic Chianti Classico using methods that prioritise quality, transparency, and in harmony with the rhythms of nature.
The goal was to define a clear brand strategy to support Filetta’s long-term growth, increase recognition, and highlight its distinctive place within a competitive market. The client wanted a visual identity that felt elegant, sober, yet engaging and fresh — avoiding clichés while reflecting the brand’s professionalism and strong family heritage.
The strategy aimed to create a consistent and recognisable presence by aligning the visual style, and tone of voice with the brand’s core values: quality, integrity, and the trust built over generations. The result is an identity that honours tradition while feeling unique, sophisticated yet down-to-earth.
The Creative Process
A freshly sophisticated take on heritage and terroir
Branding
The brand identity for Filetta embodies both legacy and modernity.
The icon intertwines a counterclockwise-rotated “F” for Filetta and an “L” for their location, Lamole. It also subtly evokes a wine glass and features the unique lighting detail from the family emblem — a nod to their roots and history.
The logotype features delicate curved accents, reminiscent of Chianti’s rolling hills, infusing the word “Filetta” with a sense of belonging to the land. The colour palette includes a subdued navy matching the hue of their grapes, and a rich mauve-red recalling the depth of Chianti Classico wine and pomace.
The result is a minimal yet distinctive identity that embodies family tradition, youthful freshness, and refined character.
Typography & Colour Palette
Simple and refined typeface curves meet deep tradition-inspired colours.
The logotype uses the font Wiloka, an elegant sans-serif customised with subtle quirks that evokes the rolling hills of Chianti, and PT Mono for the tagline, adding a geometric, modern feel that contrasts beautifully with the flowing logotype.
The colour palette is drawn directly from Filetta’s essence: Midnight in Chianti recalls the deep night skies over the estate; Sangiovese Skin is the unique bluish hue of their grapes; Pietra Serena for the massive stones found in the vineyards; and Muted Pomace reflects both the colour of the wine and the warmth of pressed grape skins.
Together, these choices build a sophisticated brand presence, deeply rooted in its origins, yet fresh and contemporary.
We’re really happy with the work! What you’ve done truly capture our story and heritage, without being obvious. The result feels elegant, authentic, and fresh… exactly what we wanted. Thank you so much!
