The third Essence

Industry - FOOD – Olive oil

Laudemio Frescobaldi
GOAL
Brand Identity.
OUTPUT
Positioning, brand personality, brand manifesto, brand manual, corporate identity.
YEAR
2019

Between refined luxury and charm: how to present Laudemio Frescobaldi, the extra virgin olive oil of Gruppo Frescobaldi?

From theory to practice

Market analysis

Italy: daily value.
Japan and Taiwan: status.
North America: discovery of wellbeing.

Competitor Analysis

Everyone presents the functional side of the product: from the production to the product’s features.

Betterment, end of excesses, experience more, premiumisation and back to basics: these are the macro trends in the luxury food industry.

Target Analysis

Gourmet researcher.

Insight

Experiment, try, savour, sense, taste something new, each day.

Brand strategy

Personality: lover. Lover brands seek passionate experiences with the people and things they love.

Positioning and promise

A culinary wonder, each day.

Tone of voice

Intimate, elegant, always positive.

It only takes an instant

Laudemio Frescobaldi generates new flavours, new aromas, new memories, and it does so in an instant. An instant is enough to savour its essence, and an instant is enough to understand its charm. And to fall in love with it.

Instant this is the keyword of Laudemio’s brand manifesto, a story-telling tool that describes the perception we would like to stimulate in the experience and in the eyes of its stakeholders

The brand manifesto inspires and guides all the brand communication, both written and oral.

An emerald heart

The uniqueness of a brand is given by the coherence of all its messages. To enclose in just one moment all the communication rules of Laudemio Frescobaldi, we created a brand manual divided into three chapters. The first portrays the brand, the mission, vision, personality, values, the essence and the manifesto. The second is dedicated to the verbal identity: the rules of its words, the tone of voice, the words to avoid and those that define its personality. Finally, the third chapter analyses the visual identity, that is to say the graphic and typographic guidelines. In this way, whoever wants to speak of Laudemio, will be able to do so following a defined and unique voice: the voice of the brand.

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