Handpicked Italian wines & delicacies matched to your taste
Branding the Italian Wine & Delicacies Web Shop italialize.me
The company Tarbiana from Karlsruhe has the idea to build a new web shop. The company specialized in Italian wines & delicatessen had the idea to expand their current B2B business to finally B2C and to make their high quality product range available to the general public.
Since it was incredibly difficult for the client to define exactly what they envisioned and which way they wanted to go to present the brand, we decided to do a brand workshop with the client.
In this way we hoped to involve the client in every decision, no matter how small, and to follow them step by step until the final product was ready.
Brand Identity, Branding Definition, Brand Applications
Art Direction, UI/UX Design, Stylescapes
AdobeXD, Photoshop, Illustrator, WordPress
The love for nature, care in dealing with its treasures, as well as the close cooperation with local italien companies are reflected in the high quality of our products.
Challenge & Assumption
After the kick-off to the collaboration, it turned out that the two founders made a strong distinction between the B2B business and the potential B2C online business. It would quickly become clear that the original Tarbiana brand would not be changed and the online store would run under its own brand.
Clear answers to the questions of positioning, target group and visual orientation became even less clear. But without answering these questions, you won’t be able to get a successful branding strategy. You need to ensure that the services of your company are reflected in your visual brand identity. This will ensure that you appear distinctive and attractive to people.
The new online brand for Tarbiana’s products had to be developed to appeal to the right target group.
The brand workshop is the foundation of a company’s visual brand identity and influences its corporate design, logo, images, web design and more!
General strategy for the brand
1. Brand Definition
Translate the clients gut feeling about the brand into words
2. Brand Visualization
Translate the definition into images to create the brand identity
3. Brand Applications
Use the identity and mirror it to other media, such as the company brand website
We provide well-educated, sophisticated and curious People, …
… with unique Wine, Truffle, Licor, Delicatessen …
… which we have exclusively hand-picked from small italian family companies …
… to deliver a unique and personalized experience of food and wine.
Starting with the brand attributes and condens-ing the statements to the most important terms. (CORE-Methode)
Group the terms and reduce them to max. 3 more visual words, which are the basis for the Stylescapes / Moodboard 2.0
We came up with two main visual areas. A traditional, classic line with a more sophisticated audience and a younger brand face “modern & iconic”.
Visual Line 1
Young & innovative
Modern & Cultural
Visual Line 2
Mature & Classic
Finding the right Name
For the web store, the client had the desire to create a completely new brand. Together with the client we made some name suggestions and presented them in a MIRO board. The final decision of the client was italialize.me
Brainstorming & Style Research in Miro
The research for the two stylescapes were massive as always. In MIRO Board, we divided the examples we found into the two Brand Attribute sections and then merged them into a final stylescape in Photoshop.
Stylescapes / Moodboards 2.0
Stylescape Modern Cultural for a more sophisticated target audience
Stylescape Modern Cultural for a more sophisticated target audience (the clients choice)
Stylescape traditional for a more classic typ of target audience
Based on the client’s specifications, we researched several logo styles and applied them to different logo variants. For all variants we created black and white versions and based on the client’s Stylescape color selection (blue and red) color variants.
Final Choice of the client
After we had prepared about 5-10 logo variants, the customer decided on the following variant.
Campagn Hero and Color Coding for Product Catgeories
In addition to the main colors of red and blue, the customer has chosen to highlight the product categories in particular and to color-code them as well. For this reason, for the product categories wines, grappa & distillates, delicacies and special accessories extras have created special campaigns Hero graphic, which has also found its use in marketing on banner advertising.
Web Design Online Shop
We transferred the corporate design into a layout for a web store.