In an increasingly competitive context like the world of wine production, the strategic management of the brand is seen by some producers as a primary requirement. The identification of the positioning, therefore the value-bearing system, the mission, the key target and the content of the storytelling are fundamental and determinant steps in defining a consistent and effective strategy for obtaining positive, long-lasting results. For the Mirabella project, the analysis phase was crucial: with Claudio Castellaro (Creative Business), it was possible to explore, based on a methodological approach perfected through numerous shared projects, the various aspects that contribute to determining the personality of this specific corporate organisation; in particular, its potential in terms of brand value building through marketing guidelines aimed at the consistent development of all the communication instruments required for its relaunch.
Activity: Packaging, Secondary Packaging, Strategy, Global Design, Website
Special attention was given to the new Mirabella website, created in collaboration with NokNok, which was conceived as the primary vehicle for the contents of value that characterise this cellar. Video tutorials and a detailed information system seek to express the particular attention paid by the cellar to the passionate and expert consumer but also to all those who seek to broaden their level of knowledge. Thanks to the experiential communication and the dialogue with its interlocutor, aspects that characterise the company, such as protecting the environment and nutritional health, are thereby made transparent and accessible. Indeed, it is Teresio and his two children, Alessandro and Alberto, who tell us, in a personal and direct way, about the cellar, their experiences, their expectations and their wines. The Charter of Ethics completes this information, represented through a dynamic infographic – inspired by the process of growth of the plants – that encapsulates in a single image the constant effort poured into the various areas through the actions undertaken by the company. Special attention was also paid to the choice of the content, the terminology and the technical choices in order to achieve the best optimisation for the research engines.
