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.

Task

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.

Strategy

Brand Identity, Branding Definition, Brand Applications

Design

Art Direction, UI/UX Design, Stylescapes

Tools

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.

grapes green - Bärenstark - Advertising Agency from Karlsruhe and Edenkoben

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.

Goals

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

1. Defining the Brand – Brand Workshop

Through a series of exercises within a one-day brand strategy workshop we were able to extract and refine the most important points of the brand. Together with the two founders of flecsable, we developed the strategy for their new service and brand. In a branding session, we found out who the ideal customers are and what their challenges and goals are.
During the workshop, they were able to prioritize the needs and goals of the company and their customers. This became the basis for the brand identity (logo, business cards, etc.) and all other measures such as the website.

Brand Definition

Positioning-Statement

Who
We provide well-educated, sophisticated and curious People, …

What
… with unique Wine, Truffle, Licor, Delicatessen …

How
… which we have exclusively hand-picked from small italian family companies …

Why
… to deliver a unique and personalized experience of food and wine.

home category food bottle tansparent full - Bärenstark - Advertising Agency from Karlsruhe and Edenkoben

Brand Definition

Brand-Attributes

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

Friendly

Young & innovative

Playful

Modern & Cultural

Visual Line 2

Authority

Mature & Classic

Serious

Traditional

Brand Definition

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

2. Brand Visualization

Through our workshop, we were able to highlight some of the brand’s key features. We designed 2 visual lines within the company. These two terms helped form the basis of the preceding steps, which involved translating words into images. For this process step we can use StyleScapes, Moodboards 2.0 to show customers different lines that may be of interest regarding key-visual, logo design, iconography, picture language etc. We also offer examples such as web design and web shops. We created 3 stylescapes from which the customer could choose! There’s the modern & cultural, and traditional stylescape. All of these will ensure that we are able to provide our customers with variety from day one.

Brand Visualization

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.

Scrrenshot Miro Board Style Research and Brainstorming

Brand Visualization

Stylescapes / Moodboards 2.0

Stylescape Cultural Modern for a younger target audience

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

3. Brand Applications

With the client, we discussed which style would suit the company well and, above all, which visual style would appeal to the potential target group. It is important that the customer is completely committed to the appearance of a single stylescape and only wants to adapt a few elements from another stylescape. Based on the client’s decision we developed logo design, icons, graphic design elements and web design.

Brand Applications

Logo variants

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.

Brand Applications

Final Choice of the client

After we had prepared about 5-10 logo variants, the customer decided on the following variant.

Brand Applications

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.