Alessi Rebranding
Alessi is a renowned Italian brand specializing in designer homeware and small appliances. They aim to increase brand recognition in Canada and emphasize their rich history of design and craftsmanship to target millennials and Gen X consumers by redesigning the logo and promoting it on various social media channels.
Tools
Figma
Photoshop
Illustrate
Timeline
Oct 2023
How can Alessi penetrate the Canadian market, and
overcome low brand awareness and recognition among the younger generation?
✔ Key Challenge
Alessi faces low brand awareness and recognition in the Canadian market, struggling to communicate their design legacy and quality amidst competitors.
✔ Creative Brief
Insight
The target demographic of millennials and Gen X views their homes as extensions of their personal style and identity. They seek products that not only serve a functional purpose but also reflect their taste and individuality. Alessi's products, with their unique designs and craftsmanship, can resonate deeply with this need for self-expression.
Get
Urban-dwelling millennials and Gen X individuals in Canada with an appreciation for sophisticated, minimalist design, seeking quality, functional homeware and small appliances.
To
Foster an understanding and connection with the brand's legacy, and encourage an exploration of its products to evoke a sense of exclusivity and appreciation for Alessi's exceptional design.
Who
Consumers aren't fully aware of the exceptional design and functionality of Alessi products due to low brand recognition in Canada.
By
“If you know, you know”: this message aims to prompt consumers to explore Alessi’s items and discover its quality craftsmanship.
✔ Purpose of Communication
The Objective
Establish brand recognition for Alessi as a premier brand known for sleek, minimalist design and exceptional functionality among Canadian target consumers.
The Solution
Highlight the unique craftsmanship and design ethos to resonate with the target audience by offering a new logo design and social media ads.
✔ Competitors
MUJI
While not solely focused on home goods, Muji is a Japanese brand which offers a wide range of products, including homeware that's minimalist, practical, and appeals to individuals seeking simplicity in design.
Muji is known for its high-quality products offered at relatively affordable prices. This combination of quality and cost attracts consumers seeking value and durability.
Also, Muji extends beyond homeware and offers a diversity of lifestyle products, including apparel, stationery, and beauty items. This diverse range allows consumers to engage with the brand across various aspects of their lives.
SMEG
SMEG is an Italian manufacturer recognized for its retro-style kitchenware, including refrigerators, ovens, dishwashers, and small kitchen appliances like toasters and blenders. Their products, often inspired by mid-20th-century design, combine vintage aesthetics with modern technology, giving consumers a blend of classic charm and contemporary performance.
The brand prides itself on its Italian heritage, focusing on craftsmanship, quality materials, and innovative technology. SMEG has a premium positioning in the market, targeting consumers who value both design and performance. SMEG's products are often seen as aspirational items due to their stylish appearance and high-quality construction.
✔ Target Audience
The primary audience comprises design-conscious millennials and Gen X individuals with an appreciation for sophisticated, minimalist designs and a penchant for quality home products.
Persona
🧔🏻♂️ Aaron Lob, 34, Male
🖥 Tech start-up CEO
👩🏻❤️👨🏻 5 years relationship with a girlfriend
📍 Toronto, Ontario
💫 Aaron is not just a CEO but also a design enthusiast who appreciates the fusion of technology and aesthetics. He's deeply interested in the latest innovations, gadgets, or home appliances. He values a clean and modern aesthetic, seeking products that seamlessly integrate into his urban lifestyle.
✔ Media Strategy
This platform is highly visual and appeals to individuals seeking design inspiration. Alessi can showcase its products in various lifestyle settings, recipes, and home decor inspirations and influence the purchase.
Tik-Tok
Utilize TikTok to showcase creative, engaging short videos, demonstrating the functionality and aesthetic appeal of Alessi's products. This platform thrives on creativity and could highlight the design process, product features, or even user-generated content.
YouTube
Create in-depth product showcases, behind-the-scenes glimpses into Alessi's design process, or lifestyle videos that emphasize the brand's identity and craftsmanship.
✔ Tone & Brand Voice
Social Media Post
"Elevate your space with functional art. Our new line isn't just about products; it's about a design philosophy that resonates with the modern thinker. #DesignElevated"
Production Description
"Crafted for the discerning eye, our iconic kettle 9093 embodies the fusion of timeless design and contemporary functionality. Elevate your home with innovation and style."
✔ Chief Message & Call to Action
“If you know, you know.”
The primary message is "if you know, you know," signifying the exclusivity and uniqueness of experiencing Alessi's exceptional design and functionality. The call to action is to invite consumers to explore and engage with Alessi's products, unveiling the world of quality design and craftsmanship they offer.
