Montina: The Courage to Change Its Name and Brand Identity
Embracing change isn't for everyone. Looking in the mirror and choosing to change something as distinctive as a name, even if only for a single article, or the packaging of your wines, while trying to maintain consistency with the past, can be a difficult transition to make.
This is the choice made by Montina, a renowned Franciacorta winery, announcing a new phase in its evolution with a new brand positioning, naming, and visual identity. A tribute to the continuity of family and traditional values, but also a way to sensitively embrace the aspirations and challenges of modern times.
Michele Bozza, president of Montina, tells us about this delicate decision and the reasons behind it.
Let's start with the name: the change reflects the search for a more essential approach. Can you explain what's changed?
The decision to change "La Montina" to "Montina" was the result of deep personal reflection and awareness. This change isn't just a matter of name; it represents the very essence of the company and the people who work there. It's the result of an unwavering commitment to values such as Family, Work, Respect, and Nature, which are reflected in every aspect of the company's operations, from the meticulous care of the vineyards to the creation of distinctive wines.
What symbols have you chosen to best represent the company's storytelling?
In the new logo, the return of the papal tiara pays homage to the values and traditions passed down from previous generations, from the founders of Montina to the ancestors of Pope Paul VI and the winemakers of the Bozza family. This gesture is not only symbolic, but reflects the commitment to continue the path undertaken by their predecessors, evolving it towards a more authentic version, respectful of human values and community. Alongside the "tiara" are the "lions," the symbol of Brescia, representing the profound bond with the Franciacorta region that has shaped the company's entire history.
Evolution is also evident in a new design…
In the new design, the careful selection of the company's color scheme reflects the soul of the land, derived from the blend of the Montina vineyard soils. This research also extends to the new labels, where a refined and elegant font has been carefully chosen, complemented by colors inspired by the different wines, reflecting their character and expressiveness.
For Montina, art is an essential element of the company's identity. What do you think connects wine and art?
Montina embodies the essence of hospitality and conviviality, which is also expressed through art. Gian Carlo Bozza was the first to promote this union at the winery, thanks to which the permanent exhibition of Remo Bianco and the contemporary art gallery, open since the early 2000s, were created. The gallery allows our guests to view different exhibitions throughout the year.
For us, art and wine represent an extraordinary synergy, expressed through the concept of "artfully crafted." This encounter highlighted the importance of manual skill and craftsmanship, both in art and in the wine industry, highlighting the intrinsic value of producing a "artfully crafted Franciacorta": a wine that transcends mere winemaking, transforming into a work of art that embodies the very best of Italian craftsmanship.
What prompted you to make this change in naming and brand identity?
The search for a pared-down approach, yet one that's even closer to our roots. A clearer, simpler, and more affectionate name. The papal tiara harks back to our origins. Finally, a cleaner and more beautiful gown in terms of design, to highlight the attention to well-made things, the love of tradition, yet also an awareness of modernity, and a grateful passion for our lands.
Have you already had any commercial feedback from your partners around the world? Do you think this new identity will change anything?
It's premature to make too many predictions, but so far we've received positive feedback. We'll be monitoring sales trends in the coming months. Certainly, the wine's consistency with the past and its elegance have been appreciated so far. We expect this dress, which best represents us, to consolidate Montina's position among the leading Franciacorta wineries.
These brand identity choices are very important and strategic because the coordinated image conveys a precise brand story. What kind of message do you want to convey?
Our message focuses on craftsmanship: things done well, expertly crafted by hand. We want to highlight the value of professionalism and the method we use to produce our wines, striving to be recognized for our authenticity. The message remains the same: Montina, Franciacorta made to perfection.
