The union of wine, pizza, and label design

Designer: Abraham Lule
Brand: Beneduce Vineyards
Photographer: Chelsea Kyle
Label materials: Fasson® rCrush Grape FSC® paper

Just like sushi and sake or caviar and champagne, some pairings are simply destined to be together. Among these classic duos is the timeless combination of wine and pizza, a match that crosses cultures and periods. Rooted in the rustic taverns of Italy, where authentic wood-fired pizzas were enjoyed alongside wines, this combination has evolved into a popular global tradition. But what if the perfect pizza could meet its ideal match not just in the glass but also on the label itself?

Embracing this task, New Jersey powerhouses Beneduce Vineyards and Razza pizzeria sought to capture the spirit of this iconic duo through their latest collaboration. The project aimed to design a limited-edition label for the Beneduce x Razza wine partnership that would resonate within the competitive wine market while adhering to a modest budget. To achieve this, Beneduce partnered with Work by Lule, a leading design agency headed by the creative visionary Abraham Lule.

Inspired by Bruno Munari's 'Supplemento al Dizionario Italiano,' Lule approached the design challenge with the intent to harness non-verbal communication—allowing simple design elements to convey complex messages. "Our design for the Beneduce x Razza label was a deliberate exploration of how limited editions can align with and elevate a brand's existing identity," Lule explains. "The challenge was to symbolize the perfect union of wine and pizza in a fresh and familiar way."

Integral to the design's success was the selection of our Fasson® rCrush Grape FSC® paper. This choice not only mirrored Beneduce's commitment to sustainability but also added to the tactile and visual appeal of the label. Lule emphasized: "By blind embossing the Beneduce logo onto the paper, we minimized the brand's visual dominance to let the story of the materials themselves take center stage." The paper, made with 15% grape waste from wine making, 40% of post-consumer recycled fibers and 45% virgin wood pulp, further resonated with the focus on responsible sourcing.

In fact, Lule had been patiently waiting for the right project to make use of the Fasson® rCrush Grape paper since first encountering it in a sample book. "It matches Beneduce Vineyards' farming practices and values while also feeling elegant and appetizing," he notes. This careful selection allowed the design to feature the paper as a primary asset, not just a base, showcasing its unique texture and sustainable attributes.

Overall, this collaboration resulted in a product that not only appeals to the senses but also tells a story of creativity, sustainability, and the charm of wine and pizza. "It's important that we remind ourselves and our clients that packaging cannot solve everything. We believe packaging design is more successful when it focuses on one message at a time, as we did with this project," adds Lule. Similarly, Mike Beneduce, Owner of Beneduce Vineyards, shared, "The products continue to work years after we designed them, engaging consumers and feeling fresh. Whenever someone hears the story behind the paper, we hear a 'wow.' The labels have become more than just a part of our packaging—they encapsulate a narrative that resonates deeply with our customers."

Through this project, Beneduce Vineyards, Razza, and Work by Lule have crafted more than just a wine label; they have created a narrative that celebrates both tradition and innovation, proving that some things—like wine and pizza—are indeed better together.