This famous Italian brand required a redesign of its product to compete in the sparkling wine sector. The re-launch of the Pinot Chardonnay was aimed to counteract the aggressive marketing from the rival Martini brand.

Premium "champagne" style devices were employed to enhance the quality perceptions of the brand and the product. The re-design upgraded the quality perception and general image of the product. The use of the Cinzano branding and the recognised logotype maintained the continuity of the product range.

At the time of the re-design the brand regained a strong hold of one of the largest Italian wines sectors, with sales in the region of eight million cases.