Luretta is a family-run, award-winning winery located in the Colli Piacentini region in Northern Italy. Their blend of local and international grape varieties combines tradition and innovation, creating products that stimulate the senses by escaping standard categorization. Known for their creative approach to wine naming, Luretta presents itself as an exclusive yet approachable brand that attracts enthusiasts willing to explore a lesser-known wine region of Italy.
Luretta had almost no online presence when we started working with them. They sold all of their wine through restaurants and distributors, but when the COVID-19 pandemic hit their traditional business model came to a halt. Within a few days we had an e-commerce shop up and running, allowing their loyal customers to order online. Setting up an e-commerce site, however, is not enough if you’ve never sold directly to consumers before. We developed a communication strategy that included email marketing automations, an editorial calendar for social media, and photography.
While allowing sales to keep running thanks to the e-commerce site, we also started working on Luretta’s new brand identity. The dark colors and mysterious characters of the brand needed to be refreshed to gain a more contemporary look. We analyzed the strengths and weaknesses of Luretta and developed a new concept to allow the winery to expand in Italy and abroad. From moodboards and storytelling to voice and tone guidelines, we transformed Luretta into a brand that stands out in the crowded wine market.
Challenge
Establishing an online presence to reach consumers directly and rebrand the winery to give it a fresher, more contemporary look.
