The Vineyards of Change

Avignonesi had spent decades doing everything right in the vineyard: pioneers of biodynamic viticulture in Italy, achieving B Corp status, and still being one of the most respected estates in Montepulciano. The product was exceptional, and a new positioning was meant to say so.

FRAMING THE CHALLENGE.
When REMIDA entered the project, Avignonesi was at a turning point. A renewed board had taken the reins, and with it came the clear ambition to finally build a brand around a product that had always deserved one. The challenge wasn't creating something new, but surfacing what already existed. Decades of biodynamic integrity, a radical philosophy, a story worth telling.

SETTING THE DIRECTION.
We started from the ground up. An internal audit comprising over 20 interviews with board members, holding company executives, winery staff and vineyard workers gave us a picture of the company from the inside out. This was paired with a tri-tier competitive mapping: direct wine competitors, sustainability-led B Corps, and luxury maisons. A deep semantic interrogation of the meaning of wine itself across global cultures completed the picture. From this treasure we built an extensive qualitative repositioning that gave Avignonesi, for the first time, a complete Brand Platform and a coherent identity to stand behind.

DOING THE WORK.
The Brand Platform became the foundation for everything that followed. Avignonesi found the strength to reframe how it spoke about itself to press, distributors, consumers, and especially to its own people. To make it part of the internal shared culture, we activated it internally with a Brand Playbook: not a brand book, not a set of guidelines, but something more like a script. Something that would allow every person in the company to “act the brand”, and not just read about it. The cycle closed with an innovative press release to introduce the renewed Avignonesi to the market.

IMPACT.
Since the repositioning, Avignonesi has accelerated its international presence with a structured US Tour through Dallas, Houston and New York, an exclusive vertical tasting with Decanter in London, and a targeted press programme targeting journalists from the US and UK markets. Furthermore, "The Ephemeral Fair", an event born from our proposed brand idea of the very same name, gathered the whole Montepulciano winemaking community, giving Avignonesi the opportunity to open up to the surroundings and bring Le Capezzine, their historic educational farm and estate, back to what it was originally meant to be.