San Francisco Italian Athletic Club | Much More Than a Label

September 10, 2021 | By Noise 13


Founded in 1917,  the San Francisco Italian Athletic Club (SFIAC) is central to the heartbeat of the city’s Italian community and located in the North Beach neighborhood. SFIAC is known as a thriving fraternal organization, offering membership, club events, and space rentals for weddings and corporate/private meetings and events. They are proud to have offered catered events for the Italian (and non-Italian) community for many generations. 

Their membership numbers exceed 650 and those numbers are on the rise for good reason. The membership facility offers an exclusive bar and gym, a beautiful ballroom, plus a balcony room for outside events. 


Industry: Hospitality & Fitness


The SFIAC is all about camaraderie, from their fitness to their events centers. That’s why it’s no surprise that they wanted to make sure the house wine offered at their events is an apt complement to Italian heritage and the legacy of their work in the community. 

Specifically, Noise 13 was excited to design red and white wine labels that partner well with their existing brand assets, and pay homage to their heritage.


With only a few “must haves” mentioned by the client, our designer, Xiaoxiao, delivered two directions, one very classically a match to the 1930’s design and another that was a more modern take pulling in some of vintage flair. 

The chosen style was heavily influenced by the vintage print announcements we discovered in their archives. Xiaoxiao also designed an excellent solution for keeping print costs in mind. By incorporating a vintage paper texture into the design work, SFIAC was able to select a budget-friendly paper option without compromising on the high quality label impact. After all, we all know just how much an amazing wine label can influence our sipping experience! 

For the back of the bottle, the “bottled exclusively for” and region of origin map allowed us to expand the style. The inclusion of these elements establishes affinity and credibility for this great wine, blended and bottled exclusively for SFIAC by the Ciappi family in Italy’s Tuscan region, known for its architecture and absolutely exquisite vineyards.


The final deliverable was two delightful wine label designs that pay homage to SFIAC’s lush and lengthy history, as well as their service to the Italian Community of San Francisco.  We are proud to have partnered with SFIAC, branding their exclusive house wines and adding to the experience of each event attendee and member. 

May you visit the San Francisco Italian Athletic Club for the camaraderie and stay for the wine! Cheers to many more partnerships with wholehearted, community-oriented clients.