Turning #Terroir into Packaging for Wine&Spirits

?Every self-respecting marketing campaign rests on very generic pillars, which are valid for every industry. "What do we do?" that's the starting question we received last September in order to develop something unique for a very special market.

By brainstorming within our organization we mapped all the assets of the different sites of ALL4labels around the world in order to define:?

·??????Goals: how shall we support the salesforce in generating new opportunities?

·??????Target audience: How shall we connect brands and consumers?

·??????Product positioning: How shall we define our unique selling proposition?

?Then there are more identity aspects, which have to do with the dimension of creativity and which answer the question, "How do we make ourselves memorable?"

The definition of the concept of the campaign is not the choice of the name, it is not the definition of the artworks of the bottles, and it is not the storytelling that accompanies the project in the internal and external communication phase of the company.

The definition of a campaign is a strategic artistic choice, which is supported by an accurate technical and creative preparation, in the most diverse fields: psychology and cognitive mechanisms, technology, and sociological knowledge that must interpret reality with extreme fluidity, according to the #trends of the moment.

It takes a lot of sensitivity, that soft #ability that allows us to connect with the time in which we live and that interprets the deep needs of people, such as #inclusion. In this wake was born the idea of Motherland about turning #terroir into packaging.

Data-driven terroir identity

Wine and spirits interpret and translated in flavor the terroir – a concept that embraces the land where they come from, product peculiarities, and human influences.

Motherland creates a visual system that translates the key factors identified into a visual code and expresses their value through shapes, colors, and thickness – harmonized under the same pattern.

The result is an abstract artwork that represents the uniqueness of each product, leveraging the wide range of solutions that we offer, both pressure-sensitive labels and sleeves.

We started from the differences of our territories, our cultures, and the capabilities of our production sites and we decided to decline it through data, to build an abstract visual system that has a deep meaning just like the #dna of human beings. Because like humans, #brands and their #packaging have 99.9% of the same DNA, but only 0.1% is surprisingly unique.

Discovering uniqueness and local traditions behind iconic products, All4Labels designed labels and sleeves dedicated to the most relevant destinations for Wine & Spirit with the aim to inspire our customers on how to transform the consumer journey, with new applications for consumers interaction, sustainable solutions, and premium effects.

It would be a yearly journey that will unveil the different bottles throughout itinerant events both physical and digital.?Stay tuned and visit our www.all4labels.com.