Primi Piatti is a chain of dynamic Italian restaurants. They are renowned for their unconventional approach to serving food and running restaurants. Briefed to design new labels for the Primi house wine, each bottle was given a distinct personality laced with stereotypical Primi Piatti tongue-in-cheek humour. The copy used on the label needed to clearly differentiate this particular wine bottle from any other. The solution was to make the bottles very interactive by journaling certain social situations gauged by the level of alcohol left in the bottle. The interactive labels have proven to be a highly effective addition to the Primi Piatti experience, and a great talking point around the dinner table.
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