Building Identity Through Wine Design
Building Identity Through Wine Design is never just about creating a beautiful label – it’s about telling a story that resonates with those who belong to it. That was the challenge, and the privilege, behind the Legacy 1908 project.
Legacy 1908 is more than a wine brand. It’s a tribute to the alumni of the Kellogg School of Management at Northwestern University – one of the most respected institutions for business leadership in the world. The name refers to the year 1908, when Kellogg first opened its doors. Since then, generations of students have walked through the university’s iconic stone arch, entering as aspiring leaders and leaving as part of a lifelong global community.
This label was designed to embody that transformation – symbolizing not only individual growth, but a shared identity built on purpose, knowledge, and quiet impact. Legacy 1908 was envisioned in the United States, crafted in the vineyards of Italy, and visually shaped through design and print in Bulgaria. This international journey is part of what gives the project its depth and authenticity.
At the heart of the design is a commitment to Building Identity Through Wine Design – weaving a visual narrative that reflects both personal achievement and collective belonging. The wine, a rich Toscana Rosso, is presented in a tall, heavyweight Bordeaux bottle – its classic silhouette chosen to mirror the seriousness and integrity of the brand’s mission.
The label features a refined black paper with a soft, structured texture. It is split into deliberate sections that guide the viewer’s eye like chapters in a story. At the top, Legacy 1908 is rendered in gold foil and deep embossing, marking the name with the respect and prominence it deserves.
In the center lies the visual core of the concept: a stylized lantern hanging from the archway of the university. This is no ordinary symbol. It represents light, learning, and the transition each Kellogg student experiences. Around the lantern, floral motifs echo the real architectural elements of the arch – delicate details recreated through roof embossing and shimmering gold foil.
The lantern itself was produced using custom round embossing and microembossing techniques, designed to highlight even the most intricate lines. It radiates refinement and intent. Framing the logo is an ornate circular border, where we placed the Latin version of Kellogg’s founding motto – Modestus Ego, Grandis Impetus (Small Ego, Big Impact). Below it, the Roman numerals MCMVIII ground the project in history and tradition.
Just beneath the emblem, the wine’s name Impatto is written in an elegant, slightly calligraphic gold script—embossed, of course, to give it tactile presence. Below that: Toscana Rosso and the vintage, printed in understated white. Each bottle is individually numbered, underscoring the exclusivity of the edition.
This design is not simply aesthetic – it’s symbolic. It serves as a bridge between alumni around the world, helping them recognize themselves in a shared narrative. It is a perfect example of Building Identity Through Wine Design – where every design choice is tied to purpose, and every visual detail carries meaning.
The final label is enclosed in a fine embossed frame, which holds the story together like a seal. The matte gold capsule is subtly contrasted with glossy foil branding on its side. And the production was masterfully handled by Dagaprint.com, whose attention to detail ensured the integrity of every layer, every edge, every embossed curve.
Legacy 1908 – Building Identity Through Wine Design isn’t just about wine or branding. It’s about memory, legacy, and the quiet pride of belonging to something greater. A design with purpose, crafted to last.
Credits:
Client: Legacy 1908
Design: the Labelmaker
Print: Dagaprint.com
CGI Photo: Jordan Jelev
