New visual identity for the Consorzio Vini del Trentino

The official presentation of the organization’s new communication project took place on Friday, December 12, at the headquarters of the Consorzio Vini del Trentino at via del Suffragio 3 in Trento. This is a key step in the Consortium’s evolution, introducing a new visual identity and launching a future-oriented strategic repositioning that remains true to its territorial roots.

During the meeting, the Consorzio Vini del Trentino’s new logo was unveiled, and the launch of the website, currently being finalized, was announced. The goal is to strengthen the effectiveness of Trentino wine communication in both national and international markets. The event was attended by president Albino Zenatti, Martina Togn of the Marketing Commission, and Roberto Locatelli, founder of Plus Communication, who oversaw the restyling. The project goes beyond a simple graphic update and redefines the role of the Consortium, which aims to act as the interpreter and ambassador of a complex winemaking system built on culture, territory, and vision.

The new logo marks a shift in visual language. It moves away from the literal representation of the vine leaf to adopt a more symbolic and contemporary mark: the pergola seen in perspective. This choice evokes mountain viticulture and introduces an idea of verticality and growth. The pergola thus becomes a metaphor for an upward journey, a constant drive toward the heights that characterizes Trentino and its winemaking model.

“The premise of the entire work can be summarized in a quote that fits well: ‘tradition is tending the fire, not worshipping the ashes,’” says Roberto Locatelli. “The transition from a literal illustration (the vine leaf) to a design reference (the pergola in perspective) was conceived to be consistent with the title/promise ‘Welcome to the heights.’ It is a positioning that goes beyond geography, sitting between familiarity and ambition, simplicity and standing, inclusivity and territory.”

The new communication project reflects a broader vision of the role of the Consorzio Vini del Trentino. It is not just about representing member wineries, but about building a shared identity capable of engaging with diverse audiences.

“This project,” states Albino Zenatti, “represents much more than a change of image. It is the visible manifestation of the deep work we are carrying out to more effectively promote the identity of our wines and our territory. We wanted an identity that speaks to who we are today and where we want to go tomorrow: a Trentino that safeguards its centuries-old winemaking tradition but knows how to interpret it with a modern and contemporary eye.”

“The new logo,” Zenatti continues, “and the communication tools we are developing will allow us to dialogue more directly and effectively with our audiences, from the final consumer to international operators, while always keeping the authenticity and quality that distinguish us at the center.”

Alongside the logo, the new website represents the second pillar of the project. The platform, currently being finalized, is designed to guide visitors and professionals through the discovery of the Trentino wine world with updated content, a more accessible structure, and a contemporary user experience. The site is part of a systemic vision of communication, where every element contributes to building a coherent and recognizable message.

The repositioning is based on a principle of overall consistency. The logo, the “Welcome to the heights” claim, the website, and institutional communication are all part of a unified ecosystem, designed to ensure harmony across the various touchpoints with target audiences.

“We have put ourselves out there,” says Martina Togn. “We need to achieve goals and improve collaborations with other local entities involved in territory and promotion. The new logo is neither a starting point nor an end point. Never in the last ten years have I seen such a sharing of interests and goals, and never have we discussed things so much among ourselves. Difficult years are ahead—we won’t hide it—with falling sales, lower consumption, and less disposable income, but this is precisely the time to come together and collaborate.”

The project was positively received by the members and participants of the presentation, who recognized the common thread of mountain viticulture and a community united by the same vision of development in the new visual language. The meeting concluded with a celebratory toast, marking the start of a new phase for the Consorzio Vini del Trentino, where tradition and innovation continue to dialogue in a structured way.