A slightly different feature, added for the symbolism depicted by the label rather than for the Uovo wordmark. That said, when a shopper sees the bottle, the egg-shaped label could be considered a form of logo (a visual emblem, at least).

Spotted while browsing the website of Denomination, a design studio in Sydney, London, and San Francisco that specialises in the drinks market. From the portfolio…

“When winemaker Larry Cherubino had three giant concrete ‘egg’ tanks delivered to his winery, he knew the packaging [and Uovo logo] had to reflect this revolutionary way of maturing wine. Wine made within the ovoid shape is purer than anything achieved traditionally, as the lees [the sediment of wine in the barrel] are continuously forced upward by a naturally occurring vortex, creating wines with a purity and texture that is unsurpassed. Named ‘Uovo’ (egg in Italian) Cherubino wanted the packaging to reflect the unique hand-made winemaking process and delicate nature of the wines.”

“The strikingly simple label, executed in a warm white eggshell textured paper, immediately conveys the brand name as well as the highly unusual form of the wine tank. To reflect the pure, stripped-back nature of the winemaking, the label is devoid of graphics, letting the shape alone become an intriguing and unique identifier.”

A nice little touch to place the LC monogram within an egg, rather than the original confines seen on the Larry Cherubino website.

On the design execution, if I was to change one thing it’d be the Uovo wordmark. I’d add marginally more width to the U as I think it’d create more visual balance with the OVO characters, and I’d reduce the spacing between the U and O to even-out the kerning.

But look at this.

Each bottle is packaged in its own “egg” box — a moulded pulp wine mailer customised with an outer sleeve.

The production method, the brand name, the label shape, the palette, the packaging. Put it all together, that’s memorable.

More from Denomination.