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IMAKO VINO: Brand Strategy
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Imako Vino
Imako Winery is a respected name with deep-rooted heritage in wine production, known for its dedication to craftsmanship and quality. Seeking to modernize and strengthen its market presence, Imako partnered with Zhar Ptiza to redefine its brand strategy, emphasizing experience-driven storytelling and clear market positioning.
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We undertook an extensive strategic development process, incorporating brand sprint sessions, in-depth workshops, and structured interviews with key stakeholders. The aim was to clearly define Imako’s core values, brand personality, tone of voice, and market differentiation, creating a strong narrative that resonates with both traditional and contemporary consumers.
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- Workshops and Brand Sprint Sessions: Engaged leadership and stakeholders to collaboratively define and articulate the winery’s core brand identity.
- Strategic Interviews: Conducted comprehensive interviews to capture insights, ensuring alignment of internal vision with external market demands.
- Product Architecture: Created a clear and compelling product line structure, each with distinct stories designed for various consumer segments.
- Brand Universe Articulation: Developed strategic messaging and storytelling that expresses Imako’s philosophy—wine as a meaningful, accessible experience rather than a strict tradition or instruction.
- Strategic Communications: Crafted consistent brand language for digital platforms, domestic and international market communications, and events, prominently showcased through the successful launch of "Fama," Imako’s innovative sparkling wine.
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The new brand strategy has positioned Imako as a modern, globally competitive winery, distinguished by emotional clarity and purposeful storytelling. Key achievements include:
- Successfully launched "Fama," establishing a fresh, dynamic product aligned with the brand’s evolved positioning.
- Enhanced clarity and market appeal through a structured, consumer-oriented product architecture.
- Improved brand coherence and effectiveness across all digital and physical touchpoints, strengthening Imako’s market presence both domestically and internationally.
