House of Balsamic is a new kind of lifestyle luxury brand entering the US market. They were looking for a partner who understood luxury lifestyle marketing and could execute their brand strategy, identity, web, e-commerce, film, and social marketing needs.
Strategy, Branding, Content, Film/Motion, Web
The House of Balsamic imports the Malpighi line of Balsamic Vinegar from Modena, considered to be the finest Balsamic Vinegar in the world. In addition, The House of Balsamic (HOB) plans on offering additional products and categories.
The House of Balsamic required a site that could grow from being an educational site to a socially driven portal over time. The site is built in Drupal allowing the client to easily add content, sections and features as the business and audience grows. The project was created in partnership with The Groop.
In the U.S. market, a narrow audience understands the various levels of Balsamic Vinegar. Industrially produced Vinegar is laden with additives, sugar and thickening agents.
The film is designed to educate while also expressing the brands premium positioning. Filmed in Modena, we concepted, wrote, shot, directed and cut this 2 minute film which is front and center on the House of Balsamic homepage.
The House of Balsamic is positioned as a world class lifestyle/ luxury brand. The identity needed to capture a sense of tradition, luxury and modernism. In addition, the logomark needed to work with the Malpighi branding which is a traditional shield.
The sans serif font serves as the foundation to the mandala like HOB circle which is reminiscent of a classic Italian luxury mark that might have been created in the mid 1960's.
The logomark is being applied across all printed collateral, digital branding and packaging.
