MP
Message in a Bottle - Communication Design Strategy for Italian Wines
Million World
The production of Italian wines, too rich of varieties, of labels and of wineries, struggles to
break through the immense and complex Chinese market of import. Not only France, but also
other nations with a more recent history of winemaking, such as Australia and Chile, recently surpass Italy in this market.
After a deep research on Chinese consumers interested in wine and especially in the Italian
one, my thesis aims to identify a communication strategy with specific guidelines for the Italian
wine industry interested in the Chinese market. Following the customers' journey, the strategy
aims to overcome the current difficulties of presentation of Italian wine and to produce
an unique overall view, while maintaining the characteristics among the different wineries,
creating a strong team effort that will lay the foundations for the affirmations of Italian wine in China.
Colander
The name Million World came with the brief; however, in some occasion it is used as MW.
The payoff, fitting your identity, clearly explains what is MW goal.
The word fitting is connected, on one hand, to the concept of comfort, uniqueness and belonging to a place or situation; on the other hand, is related to the world of tailoring and fashion.
Million World is for the modern busiessman. A man that is always on the go, forever experiencing the world with a keen eye for comfort, detail and style.
The logotype has a great sense of movement. With it’s strong diagonal strokes it reflects travel.
The lines are reminiscent of a sewn thread.
As a modern suit brand that delivers high quality
designs and service, we pride ourselves on creating relationships with our customers to provide them with an individual and a fully tailored experience, that trancends work, leisure and travel.
MW app home is divided in six different areas.
The first three – lookbook, my style and my wardrobe – lead to purchase of items, while the store locator, about and identity contain
informations about the brand and the customer.
The main page of the app crate 2 different path to search and find the right choice for the customer:
- My Style
- My Wardrobe
The start-up Colander aims to provide solutions for the traveller with food-related allergies and intolerances.
In order to allow them to reach the ultimate experience of local cuisine with a relaxed approach, Colander collects dishes from the restaurants forming its network, and cluster them according to specific dietary categories.
Users can state their needs and preferences during the personal profile creation, which will form the base for an easy research for traditional food anytime and anywhere in their travel destination, allowing to book the table for him/her and friends as well for a seamless experience.
My group and I developed every important details as we where going to really realize this innovative idea: from the brand image to the Business Model Canvas, from the apps to the website, from the user experience to the interaction, ext.
To understand better our startup, look the following videos.
First idea, first video.
Second video.
Third and final video.
Nuncas
The purpose of the project is the redesign of the of the company labels for product families and wool and courtains. Constraints: use texts in Italian and French, use the historical images of the company where required.
The study on new labels for products Nuncas, is based on the values of simplicity and uniformity. The goal is to create a strong unified image of Nuncas characterized by coherence, unity of style, compactness and order that it can be easily read and understood by all users. Calibro9Design and I felt very important to differentiate the product line Nuncas from other competitors in the market by adopting a different style and unconventional, but also very effective and understandable that expresses the professionalism of the company, while leaving the warmth of the packaging of a product for home.
Toolkit for Coltivando
In a week workshop my group and I sponsored the event COLTIVANDO, inside an other event "C'è spazio per tutti".
Coltivando is the community garden of the Politecnico di Milano, the first of Italy.
We created a flowers made with waste bags to distribute during the Wednesday market of the neighborhood, to advertise the event on the next Saturday.
For the event we create also a toolkit: a brochure with all the instructions and rules of COLTIVANDO, covered by a jute cover that was used to build a gadget, a little plant as simple of a birth of the new garden in the neighborhood.
Everything was created with a very limited budget: 120 euros for the printing of 200 brochures, 10 m of yute, 5 m of rope, 200 little plants, 100 waste bags.
Cinelli - FOLLOW ME / Cinelli - THE CLUB
Israel Loves Iran
This project integrates contributes from different areas of design (Scenario Building, Technology, Metadesign, Communication) for planning a completely brand strategy. My group mates and I looked at the project from a Product Service System point of view.
My group and I worked for the Italian bike brand, Cinelli, creating 2 different spaces:
- FOLLOW ME, a temporary urban intervention for Cinelli at Caselli Daziari Porta Garibaldi, Milan, Italy.
We developed a brand experience wich allows Cinelli to create a connection with Cinelli bike lovers and the brand in a physical way. We divided the space in two areas: the velodrome and the 2 showrooms that follow the colors of Mystic Rats: white, black. In the white one shows the details of the bike, while the black one shows the bike as a whole object.
- THE CINELLI CLUB, on floating tour Naviglio Grande, Milan, Italy. The Cinelli Biking Club is a place for bikers to meet during biking events, such as Giro d’Italia. The barge is specially equipped, so people can bring their bikes inside with them.
Creation of a possible campaign for the movement "Israel Loves Iran".
My group mate and I create two different campaigns:
- the first is linked to the slogan already launched by the movement, Israel Loves Iran, with the addition of our graphics;
- the second is based on the realization of new slogan, always accompanied by a graphical component.
We want to stick to the graphic style characteristic of the movement, which is a graphical clean, simple and bright colors, taking the colors of the two national flags, in particular the green for Iran and the blue for Israel.
In both proposals, we chose a vertical format that we can adapt well to posters and postcards advertising, to keep the viral effect of previous campaigns.
Wedding Invitation
The invitations for the marriage of Emiliano and Lucia were created by following the directions of the couple.
They did not want the usual invitations, but something special that reflect their image and that of their marriage.
The invitation consists of 3 cards, tied together by a clamp with satin bow:
1 - the flower of the wedding, lavender, with the official invitation;
2 - the place where the ceremony and the banquet will take place, with the street directions;
3 - Invitation to the banquet.
In addition the couple have called for the creation of a gift for the guests to use as a fan to cool off during the ceremony, since the wedding will take place in late June and then in a warm season.
Gin Gin Man
It is a hanger and a seat for a child. The shape remember a gingerbread man. Dressing/ undressing Gin Gin Man, a child between 3 and 6 years can learn to dress him/herself preparing to go out and learning to be more indipendent.
The hanger comes with 10 magnets: eyes, mouths, noses and buttons. In this way the child can decide on the expression and the appearance of his/her friend.
In addition, parents can adjust the height of the chair fixing Gin Gin Man to the structure with simple bolts.
Defy Physics
First video editing of some parts of Redbull videos over the idea men try to defy Physics in the extreme sports, pushing them and their instruments at maximum.
Final video.
Achille Castiglioni, a Book in Spanish
The book, that I wrote entirely in Spanish, is divided into several chapters:
1 - Biography
2 - Historical Background
3 - Works
4 - Taraxacum ‘88 5 - Drawings
6 - Visit to the Studio-Museum Achille Castiglioni
7 - “A la Castiglioni
8 - Bibliography
For more information on the Italian designer,
I worked with the Studio-Museum and especially with his daughter, Giovanna, who gave me many ideas and additional material, and with whom I’ve co-written the chapter on “Visit to the Studio- Museum Achille Castiglioni “.
A copy of the book is inside the museum,
exposed and available for Spanish visitors.
On Fire
Images processed in Photoshop used as a base for the poster of raise funds event for the Waterpolo Team of Politecnico de Valencia, Spain.
The points that led me to associate fire with the passion for waterpolo are different: the pride, the will to go forward, the desire to overwhelm the opponent, the victory, the tears after the goal, the desire to beat, the ardent desire to return to the water even if you no longer breath.
From these images, I started to draw up a fireball, floating and waiting to be pulled and a player intent on throwing the shot to get a goal.