The visual story of visciola and agricultural heritage through packaging design

The Visciola is an ancient wild cherry variety native to Central Italy, particularly widespread in the Marche region, from which a sweet and aromatic wine traditionally served after meals is produced. Rooted in a long rural tradition, the visciola has become a deeply symbolic element of Marche’s farming culture, where the harvesting and processing of this fruit have accompanied seasonal rhythms and moments of family conviviality for generations. The label was designed to convey this cultural her