The value of neuromarketing in rebranding and design in the wine sector – Scriani case study
Objectives of the project
- Create a strong and distinctive brand identity.
- Reposition the brand in the HoReCa sector in Italy and selected countries.
- Break the mold in a traditional area like Valpolicella.
- Create greater visual differentiation between product ranges.
From the brief to the idea
- Evolution concept
- Company Maturation
- Growth of the Two Generations
- ESSENTIAL Design with a Strong Identity
Starting point
Restyling of the logo
- Clean and modern design
- The iconic diamond shape
- Calligraphy as RACCONTO DEGLI SCRIVANI
Pictogram
- Secondary detached element
- Synthesis of Scriani’s distinctive elements
Restyling of the lines
- Diamond in motion
- Concept of evolution
- Creation of new forms
- Metaphor of two generations united in something greater
Selezione of materials
Paper by UPM Raflatac:
Fleur De Coton
Cotton Black WSA
Finishing by Luxoro:
SATINGLOSS – ALUFIN – KURZ
Main results: the analysis
The project. The objectives.
Scriani’s rebranding strategy through the restyling of its wine bottles aims to:
- Create a strong and distinctive brand identity
- Provide a new positioning for the brand in HoReCa in Italy and selected countries
- Break away from conventions in a traditional area like Valpolicella
- Create greater visual differentiation between product tiers
Methodology
The research methodology
∙Eye Tracker
∙Interview
∙Sight
∙Touch
Procedure
The procedure followed by SenseCatch for its neuromarketing study.
Investigated:
- Visual attention on bottles and individual elements.
- Visual shelf path during selection.
- Reasons for choice.
Interview with:
- Measurement of visual attention on individual bottles.
- In-depth exploration of perception, expectations, and any suggestions.
- Comparison between different papers and embellishments.
- Comparison of redesigns with previous designs.
Analyzed materials: paper
Analyzed materials: finishing
Scriani’s products
Shelf
Main results: shelf
Scriani is eye-catching on the shelf from the first seconds (0-5 seconds).
The elements that have captured attention the most on the shelf are:
- The diamond or polygon shape of the label
- The contrast of the label (black and white)
Scriani promotes good visual-equity.
The elements that caught the most attention on the shelf are:
- The wine information placed in the centre of the bottle (high visibility area);
- the silver embellishments
The redesign caught more attention than the old design thanks to the light effect given by the silver finishings
∙The silver finishing stands out on the shelf and embellishes the bottle, making the Scriani brand immediately visible.
Main results: interactions with the bottle
The special shape of the labels gives a modern feel
The overlapping of two labels in contrasting colours allows a diffuse focus on the entire label, particularly on the logo.
The double label draws attention to the whole bottle and helps to differentiate this reference from others.
Silver finishing conveys refinement
The silver finishing harmonises perfectly with the palette used in the redesign and creates the expectation of a pleasant taste and refined wine, as well as favouring the vision of the logo.
…and are considered more suitable for the Scriani brand
Respondents were shown three bottles of wine in three variants with the task of observing them only.
Presented designs:
Results:
- Silver is the most appropriate colour to represent
the Scriani brand. - Gold is a colour associated with something precious, however silver is more consistent with the modern style of the redesign.
- Copper enhances the details of the label less, despite being considered a very original colour.
The difference between the two papers is imperceptible
Respondents were shown two bottles of wine and asked to state which one they would choose.
Presented designs:
Results:
- Consumers hardly perceived the difference in colour between the two papers, which were indistinguishable on the shelf and in no way influenced brand perception.
The designation of origin of wine is a driver of choice for consumers
- The indication, when included, receives a lot of attention.
- Consumers are more likely to buy a wine if the geographical indication is included on the front of the label.
Main results: general vision
Redesign attracts more attention than old design
Respondents are asked to take a close look at the three bottles redesigned for Scriani and their respective old designs.
- The readability of the characters is appreciated in the old design.
- The use of red was considered excessive.
Redesign is highly valued. - The modernity of the design and the use of a modern font is appreciated.
- Embellishments enhance the details of the design system, accentuating the elegance of the bottle.
The redesign of the logo and the reference to the diamond of the old design promote brand recognition
- The colour red and the font used are considered outdated.
- Consumers appreciated the redesign of the logo and the call of the diamond, both revisited in a “cleaner”, essential and elegant key.
- The essentiality of the font used, considered fine and elegant, and the colours chosen are appreciated.
The consumer is willing to spend a slightly higher than average price for a Scriani wine
The redesign is appreciated by the consumer and encourages a higher willingness to pay.
Main results: general conclusions and suggestions
General conclusions
- The redesign communicates wine quality and consumers perceive Scriani bottles as an elegant choice that suggests fine wine.
- The image is that of a brand that through the refinement of its packaging conveys care for its products, perceptively enhancing their quality.
- Consumers recognise in the graphic evolution of the red diamond and the redesign of the logo the Scriani brand. Furthermore, the minimal and essential style used in the logo redesign is perceived as consistent with the brand values of tradition and innovation.
Source:
Conference “The value of neuromarketing in rebranding and design in the wine sector – Scriani case study” that took place at Packaging Première & PCD Milan 2024 on May 23rd, 2024.
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