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!!!

It’s almost impossibile to clearly identify wine consumers, buts let’s consider that the world divides into 4 segments:

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.

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.

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.

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.

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!!!