Overview
It is a university project which asked a master degree student to create branding and marketing strategy for Italian products‘ pop-up store. Italian products are well-known for the high-quality which also come with high prices.
My role
to create the branding and define the selling channel and marketing meterials which will match the concept of the store and target group.
Challenge
We selected to create the store in Tokyo as Japan is the country that is highly exposed to European culture. Many European products are accepted and bought as they are quite popular in Japan although they have high prices. This is due to the reason that Japanese people have their willingness to pay more for high quality. Both Italian and Japan have very strong sense of cultures. The challenge is to create branding that well-represented Italy and also is accepted by the Japanese culture.
Market research
User scenario
Visual concept and brandings
The harmonization of two cultures
Made in Italy is the store and cafe concept with the name of sense + it(aly). The logo will be quite neat and strong. ‘S’ logo on red massive background represents the high quality of the products. The customers can use their mobile devices to scan QR code to watch short films telling the background stories of products in the store, such as how they were produced, production procedures, and production sources.
