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When creating packaging, it’s not enough for it to be merely “beautiful.”

The goal is to analyze in-depth the use and combination of elements comprising the design system of a gin bottle: papers, printing techniques, embellishments, bottles, closures—to understand their effect on the consumer’s emotional response.

In this case, 5 designers from 5 regions—Lazio, Abruzzo, Campania, Puglia, Sicilia—each interpreted gin packaging in their unique way. A designer for each region designed two gin bottles inspired by their land. The packaging of the bottles was analyzed through neuromarketing research involving the end consumer. This wasn’t a contest but a creative exercise, applying neuromarketing for the first time in the sector. Ginnasium is the gym where one exercises to train the attraction power of gin. Above all, it’s the first neuromarketing case study in gin design. The proposals and research have been compiled in a dedicated publication and will be presented during the conference. The conference will be held in Italian.

The conference will be held in Italian. At the end of the conference there will be a Gin and Tonic tasting organized by Portofino Dry Gin.