GIACONDI is the Italian wine style.
Giacondi is a Umbrella brand giving a simple and clear selection of the main Italian wine appellations and varieties, through which experiment the Italian lifestyle
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
To design the new version of Giacondi wine range in the following formats:
- Bottle Front Label
- Bottle Back label
- please include information present in the file “back label requirements”
- Invent food matching ICONS
- Bottle capsule.
- Bottle outside Carton.
To create a trustworthy brand that includes all the main Italian varieties and wine appellation.
To renew and harmonize the bottle artwork which at the moment has different faces.
- Giacondi Templi (temples version)
- Giacondi G (with the G as the main graphical elelent)
- Giacondi Service
The new artwork must have a clear definition of white, red and rosé wines, and the name of the wines (e.g. Chianti) must be very evident.
The difference between the different blends must be evident but since in some markets they coexist on the same shelf.
The new design must have a clear Logo element, making it easier for consumers to recognize that Giacondi is an Italian brand, The main eye-catching branding element must be the Giacondi Logo.
Even though Italy represents modern fashion, the wines need to look serious but approachable and easy to understand at the same time.
New pack must not disorient the consumer already buying this product, it has to recognize that it is the same he was already buying (just nicer).
Please feel free:
To modify and modernize the logo.
To develop your opinion and your concept, I mean if you feel that Giacondi as a brand should have a Mr. Carlo Giacondi, or any other new concept is well accepted.
!!!Update as of 6 May!!!
The project consist in 3 steps:
1. You present the concept: labels, capsule, carton (no need for all details in place, just enough to present for testing).
2. We test them on 4’000 contacts (both people from the trade and final consumers worldwide).
3. The solution getting the wider appreciation wins!
a. within 2 working weeks the winner will then have to finalize and fine-tune the artwork arriving to executive files.
b. The final project includes: Front, back label, outer carton, capsule.
c. executive elements such as texts, ean code, dimensions etc will be given by us
The main objectives are:
- To design the new version of Giacondi wine range
- To create a trustworthy brand that includes all the main Italian varieties and wine appellation.
- To renew and harmonize the bottle artwork which at the moment has different faces.
- Giacondi Templi (temples version)
- Giacondi G (with the G as the main graphical element)
- The new artwork must have a clear definition of white, red and rosé wines, and the name of the wines (e.g. Chianti) must be very evident.
- The difference between the different blends must be evident but since in some markets they coexist on the same shelf.
- The new design must have a clear Logo element, making it easier for consumers to recognize that Giacondi is an Italian brand, The main eye-catching branding element must be the Giacondi Logo.
- Even though Italy represents modern fashion, the wines need to look serious but approachable and easy to understand at the same time.
- New pack must not disorient the consumer already buying this product, it has to recognize that it is the same he was already buying (just nicer).
Please feel free:
To modify and modernize the logo.
To develop your opinion and your concept, I mean if you feel that Giacondi as a brand should have a Mr. Carlo Giacondi, or any other new concept is well accepted.
!!!The end of Update!!!
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
It’s almost impossibile to clearly identify wine consumers, buts let’s consider that the world divides into 4 segments:
|
Type |
Age |
Status |
Notes |
|
Novice |
18-26 Over 50 |
Low income/students/retired/loyal to the price |
Beer, wine, vodka, it does not matter as long as it is cheap and gets drunk! |
|
Wine lovers |
30 - 55 |
Loyal to the brand, low specific Knowledge |
Like the wine, consider it as a lifestyle concept (many women...) |
|
Wine freaks |
40 – 60 |
High income/high social position/high knowledge/very curious, not loyal to any brand |
(Many man...) The type of maybe writes about wine or uses as a social show off element. The type of guy that goes to the restaurant with a wine guide |
|
Art |
30-60 |
Very high income/high knowledge/brand lovers |
Ok as long as it is expensive. |
Giacondi is a medium positioned product. The packaging itself it has to communicate prestige and “premiumness”, sense of place and origin, this wine can only come from Italy! This is Italian wine.
Giacondi must satisfy both Novice consumers and wine lovers (because the brand is widely distributed and known). They recognize the wine type, appellation, they have heard of Chianti, Montepulciano, Pinot Grigio, Chardonnay. This is why they need to trust and become loyal to a wine brand that won’t make them feel uncomfortable with their lack of knowledge.
The target is probably between 45 and 70 years old, they know Italy, they have travelled at least once or plan to do so in the next 3 years. They are inspired by the Italian wine to all the cultural values that Italy represents: Art de vivre, fashion, food, Vespa, Cinquecento, Ferrari, Dolce Vita, elegance, classy, territory, family, social values, hedonism, even though they have a low budget and little wine knowledge.
Nevertheless researches have demonstrated that they don’t want to be treated as stupid consumers, they don’t just want to have Lifestyle images telling them how they should live or show. They want information about:
-where the wine comes from (nicely designed maps)
-what should I eat it with (icons are more effective than words)
-what is special about this wine compared to another (a couple of words explaining variety, area of production and winemaking techniques)
Even though wine is a fast moving consumer good it still benefits from a wide “emotional path” in consumption. People want to feel the cork extraction snap, they consume wine in special occasion with their family. Wine makes people feel a more authentic life.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Giacondi wines are easy to identify products, made for the consumers that wants to get emotions from an Italian experience.
The new bottle artwork has the following objectives:
- To come out of the overloaded shelf.
- To allow customers that are already buying Giacondi to find it on the shelf again!
- To attract the consumer by creating approval and admiration.
- Easy to identify and to recognize as a high value product (that it is worth more than they would pay for).
- To allow an evident differentiation within the different wines and types of the same range to avoid cannibalization if more than one Giacondi bottle is on the same shelf.
- To communicate the uniqueness of Italy, the sense of Origin, the sense of place.
- To avoid baroque and kitsch elements.
- To young and spice up the design without losing the classical style.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Giacondi is a reasonably priced wine with an attractive packaging; precious yet accessible to all pockets even the price sensible but smart consumers. Once the consumer chooses the wine she/he will appreciate it and will be satisfied. Now competition is tougher than ever so also other products taste and look good. For this reason Giacondi has to be fascinating to convince the consumer, the type of wine, the appellation must be evident.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Giacondi is an Italian friend you can trust, he suggest the wines you should experiment from Italy. It’s an easy but serious character, no big complication, just evident and clear information.
You are attracted by Italian wines and Italian lifestyle, but you are a bit intimidated by your lack of wine knowledge?
You think Chianti is a brand and you don’t know the difference between a DOC (Denominazione di Origine Controllata) and an IGT (Indicazione Geografica Tipica) wine?
Then Giacondi will make your choice easy, he will make you feel comfortable by buying a wine you probably heard of, he will give you easy information in the back label, he will represent your best and most reliable choice in the Italian wine category.
Just like when you are having your San Pellegrino water, when you buy a Giacondi wine bottle you know you are making a choice the Italians would make. And suddenly you feel like if you were sitting in Rome or Florence, sipping you favorite yet authentic Italian wine.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Giacondi sells around 3,5 MILION BOTTLES a year. It is distributed in supermarkets and specialized wine shops. It is mainly present in (see attachement)
!!!Update as of 6 May!!!
Giacondi was a big brand in the past, but now it’s losing sales and money :(
It is still actually selling in:
Country %
Germany 43,1%
Canada 38,8%
USA 4,2%
China 2,9%
United Kingdom 2,4%
Denmark 2,1%
Italy 2,1%
Ireland 1,8%
Taiwan 1,1%
France 0,8%
Belgium 0,6%
!!!The end of Update!!!
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Elements to be used, attached to the brief:
- Actual artwork
- Actual catalog
- Actual pictures
- Alternative bottle type that could be used.
- Main Competitors
- Invent and use quality elements (like ribbons and seals)
- Use arching effect like (iPhone apps) to give perspective and modernity.
- If needed use our image bank using the corporate images, you can download from the following link:
(Copyright pictures please be careful)
!!!Update as of 6 May!!!
Art work standards:
step 1
- Solution Presentation: An A4 side in pdf or JPG format showing both the layout (single label and back label) and the 3d visual of each bottle and range displayed (at least 2 whites, 2 reds, 1 rosé).
- FOCUS ON THE FRONT LABEL, No need at this stage to get the back label right with all the detailed information.
step 2
- All graphical elements and effects must be stated on the ready to print file, varnishing, shining, type of paper or any other characteristic the artwork will have.
- The winner must give ready to print EPS files. This includes adapting barcodes and text (given by us) in the back label. It should also give access to all the elements composing the graphics: Fonts, logo, Icons etc
!!!The end of Update!!!
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
