Italicus new product brand development case study

Italicus: New product development

A guy walks into a studio with a piece of fruit…

… a bergamot to be precise, a fragrant relative of the orange, and an idea to resurrect an old Italian liqueur. A ‘kamikaze project’ he called it. A challenge we called it. We like challenges.

An unusual product, great provenance, a historic recipe dating back to the 19th century and a family distillery using a traditional process. This was always going to be a classy brand, the one and only super premium Italian liqueur. Very quintessential.

Provenance

An historic recipe dating back to the 19th century

Inspiration

We love research. We like to dig and there are few places you can dig quite as deeply as Italy. From the colors of the coast, the style, the rich history.

Inspiration

The bergamot inspired the bottle shape.

First visual

Finished pack

Guidelines

Comprehensive BVI guidelines informs look and feel for everything from signature serves to uniforms.

Touchpoints

We considered everything from custom barware to cards: every touchpoint should have synergy and style.

Appeal

Everyone was using the bottle in Italian lifestyle sets, window displays and articles purely on how it looked.

“Did the packaging open doors? Did it really impact the ROI? Most definitely. Everyone was using the bottle in Italian lifestyle sets, window displays and articles purely on how it looked.”

GUISEPPE GALLO

Provenance

An historic recipe dating back to the 19th century

Inspiration

We love research. We like to dig and there are few places you can dig quite as deeply as Italy. From the colors of the coast, the style, the rich history.

Inspiration

The bergamot inspired the bottle shape.

First visual

Finished pack

Guidelines

Comprehensive BVI guidelines informs look and feel for everything from signature serves to uniforms.

Touchpoints

We considered everything from custom barware to cards: every touchpoint should have synergy and style.

Appeal

Everyone was using the bottle in Italian lifestyle sets, window displays and articles purely on how it looked.

After only 3 years Pernod Ricard has invested in the brand.

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