Those eyes. The two-colour design. The hand-drawn typeface. It’s reminiscent of a retro Italian movie poster from the 1960s. Are those the eyes of Sophia Loren? Or Gina Lollobrigida? The artwork has the allure of that creative period of film.
People give me gift wines with creative labels because they know I appreciate them. This was one, and it was puzzling. There is no English on this label. It is entirely in Italian. Ti Vitti Inzolia Menfi. I had no idea if any of these words were a brand, grape or location.
“Ti Vitti” it turns out, is an Italian card game popular in Sicily. The expression translates to “I saw you!”. Aha! The eyes. Inzolia is the grape variety. Menfi is on the south coast of Sicily. Now we know.
What I love about this branding is this. It has great local appeal but also transcends language with its powerful imagery. The phrase likely resonates deeply with Italians familiar with the card game. “Ti Vitti” is typically used when a player successfully catches another player in the act of cheating or making an illegal move. The game is often played in a playful, teasing manner, and the phrase is shouted to call out the opponent, adding a fun and social element to the gameplay.
I’d never even heard of Inzolia before. The wine tastes of fresh peaches and pears. It is a light, warm weather wine that sings of summer. Exactly what you might expect from a Sicilian white.
Appreciation of an art form doesn’t always require an understanding of its native language. Italian opera is a perfect example. Ti Vitti doesn’t need to explain itself. The eyes have it.
