CREATIVE BRAND BRIEF
Case Study
THE PROJECT
Alessi is a luxurious Italian brand known for their stylish, innovative kitchenware and household products that caters to those that seeks for sophisticated and modern living solutions.
The primary objective of this project is to raise brand recognition, rebranding to increase their marketshare in Canada by showcasing a comprehensive strategies
KEY CHALLENGES
With its long heritage and curated collection, faces the challenge of low brand recognition in Canada. Despite their rich history of design and craftsmanship, Alessi struggles to convey these attributes to the Canadian audience.
PURPOSE OF COMMUNICATION
To communicate more than just the functionality of their products, Alessi aims to convey the sophistication and excellence of their designs to their target audience.
This message will not only enhance brand awareness but creating a sentimental connection with a larger audience by presenting Alessi's everyday living solutions as a form of art.
TARGET AUDIENCE
Alessi’s primary audience are Millennials and Gen X who embraces sophisticated designs in high-quality kitchen products and modern living.
This campaign will primarily focus on building brand awareness, through the redesign of the Alessi logo composites of Alessi’s long-standing brand history, and appealing to Millennials and Gen X who value in modern and sophisticated designs
PERSONA
Emily Winslow, 29
Female
Single
Yorkville, Toronto
About me
Emily, a modern minimalistic living housewife living in the heart of Toronto. She enjoys spending her free time exploring different recipes and seeks for artistic decors for her the house, Emily often invites friend over for meals and appreciates to showcase her uniqueness and functional solutions for her kitchen supplies
Motivation
• Seeks for aesthetically pleasing item to showcase to her friends
• Enjoys cooking with an add of uniqueness to her kitchen.
Goals
• Searching for functional and with touch of uniqueness to enhance her kitchenwares
• Searching for functional and with a touch of uniqueness to enhance her kitchenwares
LOGO REVAMPTION
Old Logo:
Redesign Logo:
With resemblance of the handle
The Bird ‘sings’ as the kettle boils
The new logo was inspired by Alessi’s iconic product, the Whistling Bird Kettle, designed by Michael Graves in 1985. This kettle became a highly successful and popular product, aligning with Alessi’s brand values of unconventional yet functional design.
THE DELIVERABLES
Introducing Alessi’s rebrand image into Canada’s Market
SOCIAL MEDIA
Using social media marketing, Alessi can introduce their existing products with a product-centric approach. By showcasing their unique features, design, and functionality of their kitchenware through visually appealing content.
Additionally, leveraging user-generated content, influencer partnerships, and interactive campaigns can further boost brand recognition and engagement, making Alessi's products more relatable and desirable to potential customers.
Where design meets perfect coffee.
Transform your everyday into the
Pulcina
expresso coffee maker
extraordinary
KITCHENWARE CAN BE MORE THAN ITS FUNCTIONALITY...
Alessi’s voice aims to communicate confidence in their ability to elevate customers’ everyday living through a unique blend of practicality and aesthetic appeal. They convey an inspiring story of how each product is designed, highlighting their commitment to innovation and modernity.
BRAND TONE
Alessi’s tone is modern, sophisticated, artistic and practical. It also incorporates the feeling of warmth, friendly and luxurious.
MEDIA STRATEGY
The goal of this campaign is to increase Alessi’s brand awareness in Canada using their current social media platform to target their audience and showcase their product offerings. Known for their craftsmanship by renowned international designers, Alessi can enhance their expansion by collaborating with Canadian designers. This will build strong connections with Canadians and optimize user interaction with the brand. The campaign may include stories of design inspiration and product development, exclusively available in Canada, creating a welcoming and relatable connection with the Canadian audience.
SOCIAL MEDIA MARKETING
Instagram & Facebook
Focus on introducing their product, using Instagram Reels and carousels to showcase their product with human touch in a different interior designed kitchen on how their product can blend in with customer’s daily lives
Tiktok
TikTok is known for its authenticity and entertainment value, featuring real, engaging content. Alessi can leverage current trends on TikTok by encouraging user-generated content (UGC) that showcases customers' interactions with their products. This approach will highlight real customer experiences and creative uses of Alessi's kitchenware, enhancing brand visibility and relatability on the platform.
Bus Stop Ad
Focus on major cities' downtown areas with high foot traffic. Select visually appealing products and captivating captions to attract attention. This strategic placement and eye-catching design will significantly aid in increasing Alessi's brand awareness.
MILESTONE
Key priority is to ensure Alessi increase brand awareness in Canada
Conducting research to understand consumer of Canada preferences and trends.
Track performance, consolidate feedbacks from consumer and collaborators to refine future strategies
Estimate of a 2-Year Milestone Plan to Establish Alessi in Canada's Market
Developing Campaign that connects with their consumer and using social media platforms to continuously emphasize on products
Further roll out their campaign across social media and other OOH advertisment
IT’S ABOUT
EXPERIENCE ART IN EVERYDAY LIVING
This message highlights Alessi's commitment to blending artistic design with functional everyday kitchen and home products, showcasing their unique value proposition.
REDEFINE YOUR HOME
The primary call to action is: "Explore our Collection and Redefine Your Home." This encourages potential customers to visit Alessi's website or retail locations to explore their products, engage with the brand, and ultimately make a purchase. Additionally, they are invited to share their Alessi experiences on social media using a specific hashtag to foster community and increase brand visibility.
COMMS FRAMEWORK | INSIGHT
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