Illuminati Vini – Not out of nostalgia, but to recognise ourselves
A story that began in 1890 does not need to be reinvented, but rather told from the right perspective. This realisation gave rise to the project to completely revamp the identity of Illuminati Vini, the historic winery in Controguerra, Abruzzo, in the heart of the Teramo Hills.

The process starts from the ground up: the redesign of the logo and labels, entrusted to Doni & Associati, who have unearthed a symbol preserved for generations – a crescent moon and a candle, discovered in old family papers and albums – transforming it into the brand’s new visual centrepiece.

A coherent and recognisable communication strategy has been built around this new symbol, developed in collaboration with Andrea Castelletti, who oversaw the art direction. The story took shape in a narrative video by Menhir Studios, an intimate journey into the roots of the Illuminati family, narrated by Nicola Illuminati, weaving together personal memories, archive footage of his grandfather Dino, and the ancestral symbols that have now become part of the brand’s identity. Completing the visual narrative is the photographic work by F for Fake / Marco Biancucci, which captures the same authenticity and depth as the video story.

Building on this, Flow Digital oversaw the redesign of the website, with copywriting support from Isabella Tomassucci, translating the new tone of voice into a coherent digital experience: clearer in the presentation of the wines – now organised by range – and more dynamic in its navigation, guiding the user on a journey that blends heritage with modernity.

This project demonstrates that rebranding is not merely an aesthetic exercise, but an opportunity to reconnect with the past and clearly define the future of a historic brand, whilst keeping intact the spirit that has always driven it.