La Virgen
La Virgen
Art Direction
• Overview
Innocenti, a brand dedicated to crafting premium bottled Negroni, sought to create a distinctive identity that would elevate the brand’s image and resonate with its target market. The objective was to develop a comprehensive brand strategy, from the logo and visual identity to digital experiences and social media presence, ensuring a seamless connection with consumers.
The challenge was to build an elegant, timeless brand that would appeal to both Negroni enthusiasts and newcomers. The approach involved crafting a complete brand identity, creating every element from scratch — logo design, packaging, e-commerce site, and social media strategy— while preserving the authenticity and craftsmanship of the product. The goal was to communicate the essence of quality, sophistication, and Italian heritage through every touchpoint.
• Process
Brand Identity Design
The logo was designed to be sleek and minimalist, reflecting the premium nature of the product while incorporating subtle elements that nod to its Italian roots. Sophisticated typography and a rich color palette were used to enhance the brand’s luxurious and modern aesthetic.
Website Design & E-Commerce
The design and development of Innocenti's e-commerce website ensured it reflected the brand's premium identity. The user experience was crafted with elegance in mind, offering intuitive navigation and a seamless shopping experience. The website also served as a platform for storytelling, sharing the brand’s narrative and connection to Negroni’s Italian origins.
Social Media Strategy
The social media presence was carefully managed, developing a strategy that focused on premium content to highlight the artistry behind the product. By engaging with influencers and brand ambassadors, rich visual stories were created to communicate the brand’s ethos and grow a community of loyal customers.
• Outcome
Innocenti’s brand identity is successfully established as a premium Negroni label, with a cohesive presence across all touchpoints. The logo, packaging, website, and social media communicate sophistication and luxury.
The e-commerce platform serves as an essential channel for sales and brand storytelling, while the social media presence attracts a loyal following. Innocenti’s premium positioning, combined with its modern approach, solidifies its place in the market as a refined and accessible luxury.
