Navigating cultural nuances is undoubtedly the most complex aspect of any global branding project, yet it is also the most fascinating and enriching part of our work. Many believe that, to succeed, you need deep, specialized knowledge of each specific market.
By Fabio Mollinaro, Creative Director at Milan-based branding firm Robilant
While this is somewhat true, what truly enriches a project is a cross-market and cross-category approach, which can be done with a foundational understanding. We have found that our multidisciplinary team thrives on this versatility, as the ability to move across markets and categories gives us the freedom to draw inspiration from unexpected places.
By looking outside the usual boundaries, you can discover an authentic story and voice that goes against the established codes of the category you are working in. This often marks the difference between breaking away from the crowd and blending in; this is how we bring innovation, uniqueness, and distinction to the table.
For Italian sparkling wine, Ferrari Spumanti, this meant taking inspiration from the stylish and elegant world of high-end Italian fashion. Visually, this translated into a powerful and distinctive pattern that uses the initials of the brand and was applied across all touchpoints, from retail and POS materials to packaging. Influences from the fashion world are also evident in the photographic shooting and art direction.
The first bottle of Ferrari Brut was made in 1902 and, although the product is considered to be one of the best in its category and is said to be able to compete with champagne, it needed to be more attractive to modern-day consumers. Reputation and heritage alone are not enough these days and influences from Italian fashion were exactly what was needed to elevate it in the eyes of contemporary wine drinkers.
The importance of authenticity
When working with a new-to-market brand, this process is perhaps more difficult as you have to completely invent a unique and peculiar story that is both authentic and alluring.
With Diageo’s recently launched Venturo Aperitivo Mediterraneo, it was of paramount importance to be sensitive to Italian culture. Though the aperitivo ritual is now coveted around the globe, it is an essential part of Italian heritage and lifestyle and consumers would easily be able to spot anything false or disingenuous.
The key was not only looking to the Italian aperitif category for references but also tapping into other relevant aspects of Italian culture that are recognised worldwide. Naturally, we looked to luxury Italian coastal villas to find a more peculiar and unexpected angle, giving truth and credibility to the newborn brand while simultaneously disrupting the established category, resulting in an uplifted and distinctive aperitivo experience.
Research is everything
When working with global giants, their focus is on transcending borders and landing in thousands of local markets. On the flip side, we also work with smaller, high-potential brands - Italian and beyond - that are looking to break into international scenes.
Whatever client you’re working with - big or small - research is everything. Designing is just one aspect of a project; diving deep into a brand and its sector with on-the-ground immersion, studying everything from the culture, art and history to consumption habits and retail formats. Remaining loyal and true to the brand DNA and ensuring that every design element feels relevant and respectful is always the aim, but allowing for some flexibility will help it to adapt and resonate in different places.
Think of a brand as a respectful traveler journeying across the world: they maintain their personality but naturally integrate into local cultures and the more they do so, the better the bond is with the local people.
A unifying story
Having a team of professionals that spans over 15 nationalities helps us to maintain a high level of respect and understanding, as each individual brings the voice of their own culture into our creative process. On top of this, it is important to be aware of important details, such as which colors have a specific meaning in some countries or how symbols might be interpreted in different ways depending on the geographical market.
It is all part of the game and becoming an expert in this takes many years. Working for clients all around the world definitely expands this cultural knowledge and know-how. The thing to remember is that great global brands don’t just speak, they connect.
When Campari was re-designed, its goal was not only to re-connect with Milano - its birthplace - but also to leverage the innate Italian elegance of the city, bringing that style to the whole world. Elegance is one of the core human aspirations that is recognized everywhere and, although everyone has their own interpretation of it, good brands can universally convey their unique values.
Ultimately, design is all about synthesis and turning complexity into essentials so, when going global, it’s crucial to distill everything into the shared human values that transcend nationality. That’s how you create a visual identity that resonates universally - by tapping into what unites us all.
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