building brands that speak volumes
Client:
Challenges:
585 Wine Partners
• Once dwarfed by French imports, Italian wines are making a comeback in the U.S. • Many Italian brands continue to highlight winemaking heritage and tradition despite increased
Project: Bivio Italia
competition from New World products that feature whimsical, modern, eye-catching label graphics targeted to a younger audience. • 585 wanted a new Italian brand that was similarly youthful, fresh and contemporary to influence purchase
Project Services:
behavior and preference in this highly competitive market.
Naming Identity
Solutions:
Packaging
• Creative naming explorations focused on the easy-going, yet enthusiastic zest for life associated with
Print Merchandising
contemporary Italian culture, and the Italian word “Bivio” meaning “fork in the road” was chosen. • The central idea of being outdoors on the open road and exploring off the beaten path was used as a starting point for design and resulted in a free form sketch of the definitive symbol of Italian transport – the motor scooter – which became the label’s focal point. • The final labels show a playful motor-scooter image, unique racing flag icon and bold logotype on a sleek, bright pearlescent background, conveying freedom and a carefree attitude. The Italian wording communicates authenticity, connecting it to the prestigious Italian vineyards where it is made. • Brand merchandising followed, carrying the consistent look and feel of the packaging to the shippers, case cards, shelf talkers, a brochure and a website template, using the same visuals and colors with photography added, to put the brand in context and give it a sense of place.
“Bivio Italia is a strong, innovative design influenced by classic Italian style and iconography. The entire design – package, shippers, POS and web are beautiful, consistent and create a powerful selling proposition in a crowded marketplace. Product kickoff in 12 out of 15 top Italian markets has been outstanding. 585 Wine Partners is very happy with Bivio Italia and enjoyed working with the creative and professional team at Voicebox.” Carol Reber, Vice President of Marketing/Partner
585 Wine Partners Three Meacham Place, San Francisco, CA 94109 | tel: 415 674 3212 | www.voiceboxsf.com
© 2008 Voicebox Creative, Inc., All rights reserved.