Marketing Strategy for Viani Alimentari
As part of this project, a marketing strategy was developed for Viani that uses Italian-inspired characters, a personalised quiz and eye-catching T-shirt and tote bag designs to attract new customers and promote the shops Italian heritage.
Purpose and scope
In collaboration with Viani, an Italian gourmet food shop in Munich, our goal was to develop a marketing strategy to increase in-store traffic and sales. Within three weeks, we came up with a creative and effective concept that seamlessly combined Viani's existing corporate identity with bold and innovative designs.
To bring Viani's Italian heritage to life and create a unique customer experience, we designed a multi-faceted marketing strategy centred around storytelling and engagement. This campaign focused on six Italian characters inspired by legendary figures such as Leonardo da Vinci. Each persona was designed to reflect a specific flavour profile and ingredient combination, connecting customers to Italian culture in an authentic and creative way.
Interactive quiz
In order to make the experience interactive and personalised, we developed an engaging quiz that allowed customers to discover which character would best suit their personality and taste preferences. By choosing their favourite Italian ingredients, customers were associated with a character, reinforcing their personal connection to the brand while encouraging them to explore the Viani product range.
Shirt designs
Adding a bold visual element to the campaign, we created vibrant T-shirt designs for each character. These designs turned customers into walking ambassadors for Viani, sparking curiosity and drawing attention to the store. The shirts combined eye-catching graphics with the characters' unique identities, making them both stylish and promotional.
By maintaining Viani's strong corporate identity while introducing fresh and eye-catching designs, the campaign aimed to captivate both existing customers and new audiences, and to effectively transform the streets of Munich into an extension of the Viani brand.
