San Casciano Classico
The San Casciano Classico Association unites 29 Chianti wineries dedicated to preserving shared heritage. Facing fragmented communication and low visibility, the project aimed to build an authentic brand strategy reflecting collaboration, craftsmanship, and heritage, while ensuring consistency and long-term recognition for the region.
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My approach combines in-depth research, stakeholder interviews, and competitive analysis to understand the association’s landscape. From there, a clear brand positioning and core messaging pillars were defined, supported by a cohesive narrative strategy. The work culminated in an aligned communication plan and a flagship activation event to bring the brand to life.
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Strong winemaking heritage but overshadowed by neighbouring Chianti territories with stronger branding.
Fragmented communication across wineries reduced recognition and cohesion.
Growing demand from wine professionals and cultural tourists for authentic, story-driven experiences.
Opportunity to unify under shared values of collaboration, craftsmanship, and heritage to stand out in the market.
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A collaborative, authentic, and culturally rich wine territory within Chianti Classico, where community and craft define its identity.
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Positioned as a territory where tradition and innovation come together through collective effort, its storytelling pillars; collaboration, heritage, and craftsmanship, will shape tone, content, and the visual direction to ensure events, and every digital touchpoint conveys the people, the history, and the methods behind the wines.
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Outlined a plan to align events and social media under one voice, targeting wine professionals, cultural tourists, and global audiences.
Concept Development
The concept for San Casciano centered on defining the territory not just by its wines, but by the collective spirit, traditions, and craftsmanship that sustain them. San Casciano’s strength lays in its ability to balance heritage with innovation, rooted in a community of winemakers working together.
San Casciano as a collaborative and culturally rich wine territory within Chianti, where heritage and craftsmanship meet collective innovation.
Target Audience
Wine professionals
Sommeliers
Journalists & Buyers
Cultural tourists
Regional wine lovers with an appreciation for authenticity and tradition.
The storytelling pillars of collaboration, heritage and craftsmanship were developed to support the brand narrative and form a cohesive concept that unifies San Casciano’s fragmented communications into a single identity, while elevating the region’s visibility in both local and international contexts.
The brand narrative highlights the three key storytelling themes:
Meet the Winemakers: focusing on the people and stories behind the wines.
Behind the Bottle: showcasing the craftsmanship, methods, and traditions that define the region.
Land & Legacy: connecting San Casciano’s unique territory and heritage with its role in shaping the future of Chianti.
Moodboard capturing the essence of the brand narrative.
Tone & Voice
San Casciano is a cultural custodian and collaborative innovator, proud of its roots, forward-looking in spirit. Its voice is warm, refined, and authentic, inviting all to share in the craft and heritage of Chianti winemaking.
Highlights the stories of people, land, and tradition. Uses evocative but accessible language that appeals to both experts and enthusiasts. Reinforces community and collaboration across all communications and balances pride in heritage with openness to innovation.
“Every bottle reflects the dedication and precision of our winemakers who work hand in hand to produce the best wine”
Collaboration
Storytelling themes
Meet the Winemakers (collaboration)
Behind the Bottle (craftsmanship)
Land & Legacy (Heritage)
To who?
Wine professionals & sommeliers
Journalists
Buyers
Cultural tourists and regional wine lovers
San Casciano’s digital strategy focused on creating a unified voice across its website and Instagram to highlight the association’s core pillars of collaboration, craftsmanship, and heritage. Content was structured around storytelling themes: Meet the Winemakers, Behind the Bottle, Land & Legacy, ensuring each post or update reinforced the territory’s collective identity.
This a sample of a redesigned Instagram feed and online presence that highlights the people, land, and collective heritage behind each bottle.
The feed was restructured to feel more visually appealing, curated, and aligned with the association’s identity, balancing storytelling with a premium, contemporary look, so that San Casciano could resonate with both wine professionals and cultural travelers seeking authenticity.
Caption sample: “Rooted in a rich Etruscan heritage and nurtured by generations of winemakers, San Casciano Val di Pesa embodies a living legacy of craftsmanship, collaboration, and authentic Tuscan culture.”
Sample Messaging for Website
Communication Strategy
Objective
Unify fragmented voices
Increase visibility
Engage audiences
Create consistency across all touchpoints
“Every bottle reflects the dedication and precision of our winemakers”
Craftsmanship
Strategic role
Create consistency
Elevate visibility
Position San Casciano as a distinct territory
“The future of Chianti Classico lies in the capability to align tradition with innovation.”
Heritage
La Notte del Classico
Activation Event
Venue
Teatro Comunale Niccolini, San Casciano in Val di Pesa, Firenze
29 wineries showcasing their finest wines.
Gourmet pairings inspired by Tuscan cuisine.
Exclusive video presentation of San Casciano’s vineyards & stories.
Wine Passport Challenge.
The activation positioned San Casciano not only as a producer of exceptional wines but as a cultural hub where tradition and innovation coexist. Guests experienced the territory through tastings, thematic installations, and artistic collaborations, while journalists and influencers were invited to engage with the narrative via the Wine Passport Challenge, vineyard films, and curated press kits.
