The new positioning of Mirabella through a global design strategy project
Strategic design is also a vital tool in the wine production sector so, to give our clients the possibility of tackling the relaunch phase of their brands in an organic way, some years ago we formed a team of professionals that, based on the contribution of specific expertise, enables the new positioning and programme of actions to be defined in accordance with a global vision. The project recently implemented for Mirabella is an example of this.
Read moreTag Brand, Global design, Packaging, Website
Wine2wine: how to improve the image and consolidate the brand in the world of wine.
Interview with Giacomo Bersanetti, Senior Art Director of SGA Corporate and Packaging Design by wine2wine.
Read moreAlois Lageder: the art of wine
Interview with Alois Lageder, proprietor of the homonymous winery, president of the Bolzano Museum of ContemporaryArt until 2010 and president of the Alto Adige Ecoinstitute since 2008.
Read moreTag Biodynamic, Brand, Global design, Interview, Packaging, Video
Markets are conversations
Cluetrain Manifesto 1999.
The great change now underway is in the way buying behaviour is more and more influenced by the logic of reputation among consumers and peer pressure. Often companies remain outside these conversations. Even though they have the same means as the consumers, they don’t know how to use them, how to become part of the conversation.
Tag Brand, Global design, Web site
Bellavista: a vocation for excellence
According to Mattia Vezzola, it was a professional and personal matter that together took him to Bellavista and the attainment of the heights of quality in expressing the absolute uniqueness of identity and style of a company and a product.
A result achieved through the perfect integration between the various elements involved: “… I have always maintained that the people who collaborate with a company must not limit themselves to giving their professional service, but must feel part of the project of growth, really taking part as a privileged person within the project. That means being able to create themselves, together with the owners, the idea of the corporate brand…”
The importance of image in the start-up phase: the Rocca d'Orcia project
Faced with a well-crafted image of an activity or product, we react positively and are attracted by it: we want to find out more about what we like.
Through the image, we get a preview, a story about what we’re being offered; the decision to give it a name and a symbol are therefore crucial in defining the identity of a brand.
Talking about biodynamic wine: Le Sincette
As Jacques Mell (Bio-Dynamie Conseil founder and Demeter France secretary) said: the French word “agriculture” is extraordinarily revealing, being made up of the prefix “agri” (farm) and “culture” (culture/cultivation).
And when talking about culture in the production of wine, one of the most complex subjects to explain is the cultivation of vines using biodynamic methods: knowledge of nature and its cycles, as well as the principles that govern the life of the soil and the vines in relationship to the influence of the stars, a complex culture that allows the wine to fully express the quality of the land.
But what is the proper vocabulary to talk about this level of complexity?
It’s all about combining love and respect for nature and the precision of the steps required to create a biodynamic wine with the need to inform consumers who possesses ever greater awareness and are more and more careful about the choices they make.
Tag Biodynamic, Brand, Global design, Packaging, Web site
Brand restyling, the Berlucchi experience
I eagerly accepted when I was asked to write an article for the new SGA blog about the important and delicate theme of the restyling of particularly renowned food farming and wine producing brands. In this new virtual informative space, I’ll be discussing what these brands represent in terms of our history, tradition and culture and looking at the symbolic and functional value their products have for their consumers and our society in general. So here are a few keys to fully understanding the recent restyling of one of the foremost brand names in the spumante market.
Dr Marilena Colussi is an expert in Consumer Sociology and Food Trends.
She recently conducted research entitled “Attitudes and behaviours of the wine consumer in relation to large-scale retail channels” commissioned by Veronafiere, Vinitaly 2012.
Tag Brand, Global design, Packaging, Restyling, Web site
