The concept that has driven the Fralò project from the beginning stems from the universality of wine as a beverage that has always united people from all walks of life – proletarians, aristocrats, and even the gods. Who has never wished to belong to a category they perceived as ‘superior’ to their own? What poor person has not desired wealth? What noble has not wanted to feel like a god or even considered themselves one?

Fralò is closely tied to this desire but takes it a step further. It’s not just about desiring mere wealth; it’s about yearning for elegance, excellence, and feeling part of a category of men who are more refined in taste and better educated. ‘Aristocracy’ originates from the Greek word ‘άριστος,’ meaning ‘the best.’ Therefore, this is a product for men who aspire to be the best.

Aristocracy has been the driving theme of the brand’s design due to its nostalgic, unattainable, and yet authentic aura, steeped in history. To illustrate this, we chose a powerful visual medium that embodies all these characteristics: painting. Art, particularly in the form of painting, seemed to us the most suitable way to convey the idea of those who, like us, view wine as an art form.

However, it was important not to be confined by this romantic concept of graphics and to reinterpret it in a modern context. This is why we chose a contemporary, new, almost pop color – the neon strawberry of the name and subtitle – as our signature and identifying color. It’s a color that cannot be ignored, vibrant and striking, without being the traditional red. It serves as the thread that ties the different bottles together, making the brand easily recognizable. Each type of wine develops a theme expressed through various grape varieties, making the bottles not only an excellent gift idea due to their elegance and original design but also objects worth collecting.