- market analysis
- strategic marketing
- advertising campaign
- shop fitting
- international concept development
We were invited by the historical and renowned Manuelina company (over 130 years of history) to carry out analysis and strategy activities of fundamental importance to the future of both the Recco (Genoa) and Milan (Annex Rinascente) outlets, as well as future outlets planned on an international scale.
Following the results of the analysis, the activity focused on developing more clearly defined and strategically positioned communications for the two different brands, Manuelina Ristorante and Manuelina Foccacceria, while also touching upon the remaining company assets: Hotel La Villa 4* and Manuelina Ricevimenti & Catering.
The result is brands that are no longer confused but that instead have their own distinct identities and values that are immediately recognisable by customers.
This leads to improved brand sentiment and perceived quality, and, consequently, average spend and margins.
- Creators of the “Focaccia di Recco"
- typical food
- long term vision
- Human to Human marketing
- Operations consulting
- Disruptive branding
The work for Manuelina involved rebranding the two main brands; managing communications campaigns across the various online and offline media channels; press office, PR and media relations activities; organising events; organising customer engagement initiatives drawing on the theory of storydoing; arranging the national and international expansion of a new format based on the main product.
Working with a brand that has a hugely significant and longstanding history brings many challenges, including the question of how to interpret the historical memory of a brand and restore the prestige it deserves, a prestige lost by Manuelina following marketing and communications initiatives that were confusing to customers.
The project led to two new outlets opening in Milan.