When purchasing wine, consumers are confronted with an overwhelming number of choices. It’s hard for any producer to compete for attention on increasingly crowded shelves. And yet, the pages of this website are filled with examples of those who manage to stand out.
While most wineries focus primarily on their labels, others consider more unconventional strategies, especially when it comes to the bottle itself. The vast majority of wines are packaged in one of two classic styles: the Bordeaux and the Burgundy bottle. Savvy producers go beyond these defaults by developing custom alternatives. Some introduce intricate glass embossing to make a statement. Others take a bolder route and reinvent the shape entirely. Such is the case with Lupo Meraviglia Tre di Tre.
The Tre di Tre bottle is short and broad, with a gentle taper. There’s something nostalgic about it. The shape recalls an era when wine was stored in utilitarian jugs—humble, functional, and deeply tied to tradition. The label and capsule reinforce that impression, incorporating antique filigree to evoke heritage. And yet, despite these historical cues, the overall packaging feels unexpectedly modern.
The majority of the wine-focused design work I have produced in my career has been for Italian producers. They embrace tradition and simultaneously want to be perceived as modern. That’s the typical instruction. Traditional but modern. I wrote this post about it several years ago in relation to a project I had just completed. It was interesting to revisit. Especially, noting the similarities in my design and this Tre Di Tre packaging. I used a nearly identical filigree pattern on both my label and capsule.
Had Lupo Meraviglia simply applied a standard rectangular label to this distinctive bottle, the impact would have been diminished. Instead, the designers leaned into the brand story. The shape created by the three intersecting rings is central to the label concept and directly tied to the wine’s name. “Tre di Tre stands for ‘3 of 3’ and refers to three indigenous varieties vinified together using an ancient technique…” It’s an excellent example of design interpreting narrative and bridging the goals of authenticity, heritage, and a contemporary aesthetic.
The winemaking technique used for Tre di Tre produces a wine that is dark, rich, and well-structured, while remaining pleasantly approachable.
Lupo Meraviglia Tre di Tre succeeds because every element, from the custom bottle to the thoughtful label, supports a coherent story. It’s a reminder that when design, history, and concept are aligned, a wine doesn’t simply stand out on the shelf, it invites the consumer into its world.
