MOLINARI EXTRA

MOLINARI EXTRA

REFINING THE BRAND POSITIONING OF AN ITALIAN CLASSIC

MOLINARI EXTRA

REFINING THE BRAND POSITIONING OF AN ITALIAN CLASSIC

Molinari Extra is a leader in the Italian market and successfully distributed in 70 countries around the world. Time has come to help the brand grow further across the export markets by clarifying the brand positioning and building a tool to support content creators, distributors and external partners communicate a cohesive message to their global audience.

We helped the Molinari Italy team identify and answer the following questions: how can we ensure global alignment and brand consistency across countries? How can we help our partners communicate the story and values of Molinari Extra in a way that is  relevant to our global consumers? How can we make sure our brand message is properly executed in every market?

After an immersion stage, where we collected all the internal knowledge and analysed existing insights, we addressed these key questions with a repositioning process. We created a set of positioning territories and used them as stimuli in a co-creation workshop with the client, at the end of which we agreed on the future direction and crafted the new Molinari Extra global positioning. We then worked on the content and design of a comprehensive brand manual, an easy-to-use tool that goes beyond the design standards, ensuring complete uniformity in style and strategy wherever the brand is used and communicated.

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