BIRRIFICIO ANGELO PORETTI

BIRRIFICIO ANGELO PORETTI

BRAND ARCHITECTURE AND PACKAGING UPDATE

BIRRIFICIO ANGELO PORETTI

BRAND ARCHITECTURE AND PACKAGING UPDATE

CHALLENGE

With a new positioning and a clear vision about future growth, Birrificio Angelo Poretti needed to visually translate all that work, define hierarchy in the portfolio and ensure each product range is aimed at a different segment to avoid cannibalization.

SOLUTION

We moved into questioning BAP range and identified the need for a brand architecture that was clearly lacking until that moment. We evaluated various pillars based on the insights previously collected and identified the lead one for BAP new architecture. We highlighted similarities across the range and tie them all together, identified product families and defined their role and identity to prevent products from competing with each other. We’ve then helped the client select three design agencies and invite them in a creative pitch. We took care of the pitch process, briefing, selection and feedback. Finally, we’ve worked closely with the winner agency, providing them with a detailed brief, acting as consultants, contributing to the creative process and working as guardians of the new brand positioning and architecture.

RESULT

The new brand architecture has had the ability to define hierarchy on pack, draw the consumers’ eye where we wanted, help them process the information on labels and evoke an emotional response from them. The new brand architecture also proved its importance to build a homogenous portfolio and provide a platform for future NPD growth. The new packaging design ensured shelf standout and has positively influenced purchasing decisions.

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Photography and Packaging Design by CBA Italy

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