A FRESH
TAKE ON
TRADITION
Crafting the taste of Italy with Villa Ascenti.
Italian gins are rare, and Villa Ascenti is particularly unique. Harvested at dawn and distilled within hours for freshness, it’s a true celebration of local flavours and the muse for a collection of spirits designed to be the proud centrepiece of any table.
We brought the beauty of the idyllic Italian landscape and its local botanicals to life through vintage-sign typography and vermouth label illustration distinctive to the region.
Our design transports the consumer to the Piemonte hills; envisaging the region’s rich winemaking and distilling history.
The villa sits front and centre, framed by the local botanicals that infuse Villa Ascenti’s signature gin. The woodcut-style illustration is a nod to the region’s famous vermouths and the fact that Ascenti’s master distiller, Lorenzo Rosso, is an experienced winemaker born and bred in Piemonte.
Metallic detailing mirrors the copper of the original Frilli copper pot in which Villa Ascenti is still crafted, lifting the brand without losing its rustic charm.
The sun rising behind the villa and the elevated ‘s’ in the brandmark are steeped in meaning too: ‘Ascenti’ comes from ‘ascendre’, which means ‘rise up’ and describes both the villa’s stunning hilltop location and the farmers who rise at dawn to harvest the crops.
We used motion as a tool to reflect the rhythm of Villa Ascenti. Slow, deliberate and focused, the branding moves with care and consideration, adjusting the tempo of the viewer to our pace, and bringing a sense of appreciation to the liquid and the process.
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Time lies at the very heart of the brand, from the time it takes to grow the ingredients to celebrating time well spent with family and friends.
True to the brand’s respect for the pace of nature, Rosa was released as a celebration of spring—fresh and sunny to reflect the time of year when the local peach trees begin to blossom.