In addition to investing in the creation of a production space that respects, in the smallest details, the conditions and quality standards of di Varzi salami, it was expected that finding the right direction for positioning and developing the brand identity would be a great challenge. That's why the initiators of the unusual Premio Gusto project wanted to make sure that everything will be done properly from the beginning, and turned to us to create and enliven the brand.
An agile branding solution
5, 4, 3, 2...1 START!
The authentic Italian taste experience
The Premio Gusto brand is the result of the encounter between a Romanian entrepreneur, with experience in food services, and a salumiere who knows the secrets of manufacturing one of the most appreciated Italian meat specialties named salame di Varzi.
Owning an Italian restaurant, it can be said that Adi Cobordan's connection with the gastronomic field and Italy was already very close. But the idea of creating a brand to produce and sell a traditional salami from the town of Varzi, located in the Lombardy region, very famous for its delicacies, seemed at least out of the ordinary, until it became a reality.
We matched the brand aspiration to recreate the experience of authentic Italian taste with the profile of the potential consumer we identified in the discovery stage, the one who finds himself in the unique Italian lifestyle, being sociable, open, optimistic, passionate about the cuisine and culinary habits of this country, always remembering with pleasure the moments he lived when he visited it. Thus, we were able to establish the central emotion that connects the brand to its target audience - the lust for life - to which we associated different verbal and visual interpretations representing possible positioning scenarios. The direction that best reflects the brand essence and is the source of its positioning was materialized by the slogan The flavor of small joys.
Digital communication strategy
Given that the e-shop was the main D2C sales channel at the launch stage, all promotion efforts were directed towards the digital environment, with the objectives of making the brand known and generating conversion, with a very limited budget. Therefore, we developed and implemented the communication campaign around the most effective digital touchpoints: social media and search.
At the same time, we created and developed the Premio Gusto Facebook page, ensuring the preparation of the editorial calendar, page management, posts and campaigns performance monitoring and optimization, generating community and engagement growth.
Our involvement in the project resulted in:
\ Laying the foundation of the business strategy for the brand launch
\ Setting the brand positioning direction
\ Defining the idea around which the brand will be built and formulating its tagline
\ Logo and packaging design
\ Development of the creative platform that underlies brand communication
\ Design and development of the brand's e-shop
\ Establishing the digital communication strategy and implementing the launch campaigns
\ Development and management of the brand Facebook page