For Ethica Wines we developed a dynamic concept, capable of illustrating all the nuances of the brand and the global communication activities, never losing the link with its 100% Italian DNA. This is how WE ARE VINO was born, which was developed also into WE SPEAK VINO (to speak of the wines’ features), WE LIVE VINO (to present consumption occasions), WE DISCOVER VINO (to present the wineries), WE TRAVEL VINO (to illustrate what it means to import and distribute Italian wines all around the world), WE LOVE VINO (to share stories and events), WE SIP VINO (to accompany tastings), WE ROCK VINO (for the casual moments)… and so on.
The uniqueness of the brand is given by the coherence of all the messages, and for a brand like Ethica, that travels every day from one corner to the other of the world, it’s crucial. To enclose all of Ethica Wines’ communication rules into just one tool, we created a brand visual identity manual, divided into two chapters. The first presents the brand, its mission, vision, personality, values, tone of voice and positioning compared to its competitors. The second is dedicated to the visual identity. This way, whoever will want to talk of Ethica, will do so in coherence with the brand and its positioning.
Every year we create catalogues for Ethica Wines that include and enclose all the wines in the Ethica Wines portfolio, divided according to the distribution/import market. We develop the concept, create the editorial project, write the content and design it: this results into catalogues for the USA, Asia and Canada, that are all different but share the same strategic idea.
For Ethica we dressed up the stands at Vinitaly and Vinexpo, conceived as a bridge between the main markets addressed by the brand: USA, Canada and Asia.
We designed the spaces so as to host meetings between the different continents and share them live on social media.
To support the most important international wine fairs, Vinitaly, Vinexpo and ProWein, we created a series of unconventional tools to invite clients: the Unconventional Mailing. The “travel & survival” kit, presents the two main souls of Ethica: the world of wine and problem solving, which has no boundaries; a custom-made tailor measuring tape, linked with the advertising campaign to present Ethica’s ”Italian cut”. Invite, amuse, entertain, surprise.
A brand like Ethica needs an effective, immediate website, with a significant database that can be used from all around the world by the entire sales force. With this in mind the website of Ethica Wines was born, focused on the relevant markets, the products and the people.
For the most prestigious trade publications in the world, Wine Spectator and Wine Enthusiast, we created the concept and then developed various advertising campaigns.
The digital identity of a brand that is so widespread and multifaceted is very important. Every country has its channel of reference, its hashtags, its visual and verbal codes. So with Made in Itaca, for Ethica, we managed Facebook and Instagram daily, in the US and Asian markets, starting from a digital strategy based on well-defined goals, that takes into account the specific features of each channel and target.