MASI, Amarone producer extraordinaire, opened the first of a planned worldwide chain of wine bars in Zurich on May 8th, 2014. Branders was commissioned to develop a concept and implement the brand appearance of MASI WINE BAR.
Masi Wine bar
Masters of Amarone.
Under the brand "MASI WINE BAR" MASI will be opening a number of venues worldwide in large cities, thereby providing the ever-growing number of Amarone enthusiasts with the opportunity to enjoy their favorite wine in their locale.
The object behind Branders' assignment was to provide the new sub-brand with an independent modern appearance that did justice to MASI Agricola's Venetian heritage. A basic concept provided the fundamentals for an internationally replicable and modular concept. Using this to develop the various applications (print, online, labeling, interior branding) a platform was provided for the enhanced MASI wine brand experience: the MASI WINE BAR.
Background
Established in the 18th century, the Venetian family-run winery MASI is now managed in the seventh generation. Today, MASI specializes in the production of Amarone and is a noted expert in the field of the APPAXXIMETO technique. Combining technological innovation with traditonal methods, MASI produces wines that we like to describe as "new wines with an old soul".
Sandro Boscaini, MASI president and managing director, operates MASI together with his son, his daughter, and his siblings.
The MASI WINE BAR intends to be a meeting place for upbeat wine buffs. A place to eat and drink that serves only wines and grappas from Masi (Italy and Argentina) and two associated wineries (Serego Alighieri and Bossi Fedrigotti). The menu is entirely dedicated to the Venetian cuisine. Along with the legendary Fegato alla Veneziana you will also find the typical spicy curry soup – delicious with a Gewürztraminer from Trentino.
The first MASI WINE BAR in Zurich is located in the Seefeld district. This venture has been undertaken jointly by two partners: winery MASI Agricola Sp.A and Swiss family-run restaurant and wine business Bindella. Sandro Vincenti, who manages the wine bar is a longstanding Bindella employee. Luigi Marcato is the chef de cuisine.
