Amaro Incipit

Branding

Marketing & Strategy

Overview

Amaro Incipit aims to redefine the consumption experience in the amaro market, shifting the focus to human connection and "mindful drinking." Challenging traditional industry narratives, Incipit promotes transparency, social responsibility, and authentic conversations, turning a simple digestive into the perfect icebreaker for forging deep bonds.

My contribution

Brand Strategy & Identity

Art Direction & Copywriting

Mixed Media Planning

Project’s scope

Brand identity, social media strategy, cross-media campaign concepts, go-to-market positioning plan.

Timeframe

4 months, September 2023 - January 2024

Strategic Positioning

Market analysis revealed a gap between traditional amaro heritage and emerging desires for mindful drinking and slow culture. Mapping these industry dynamics carved out a positioning space, leading to the identification of two target personas.

Brand Identity

Rooted in transparency, the identity challenges the industry’s secret recipes. Built on safe consumption and honest communication, Amaro Incipit’s aim is to spark genuine conversations and moments of connection.

Every icebreaker starts with an incipit.

Launch Strategy

The strategy took shape through the "Basta poco per conoscersi" campaign. Every touchpoint was designed to break the ice, turning everyday moments into opportunities for genuine connection.

Edutainment & Safety

Sharing honest, engaging insights into amaro craft to build community.

Incipit of a story

Introducing the core brand identity, vision, and ice-breaking philosophy.

User Generated Content

Fostering community through authentic conversations and real audience experiences.

Media Mix & Lead Generation

The media strategy outlines a targeted mix across physical and digital touchpoints. The planned launch culminates in a pop-up bar activation driven by digital lead generation to bring the brand experience into the physical world.