United States of Zanin 1895
Zanin1895, a long-standing client and partner in many of our past projects, recently invited us to join them on a new and ambitious journey: breaking into the U.S. market. From the very start, it was clear that this project had to be extraordinary, even disruptive, both in terms of the products themselves and the communication strategy behind them. Visionary? Absolutely.
The focus was on a line of liqueurs — three rooted in Italian tradition: Bitter, Amaro, and Sambuca, and three more unconventional: Lemon & Basil, Pistachio and Tomato & Mozzarella — yes, you read that right.
[ Wait, tomato and mozzarella? You mean an alcoholic liqueur that tastes like pizza? Exactly. And we can assure you — it really does. - ]
The stakes were high. The world of spirits is vast and fiercely competitive. Standing out requires significant investment, deep market knowledge, and relentless creativity. So, we rolled up our sleeves and got to work, starting with the graphic concept for the product labels. These needed to be bold, unforgettable, impossible to ignore.
We drew inspiration from new ink technologies, ancient and modern printing techniques, the world of glitch art, digital aesthetics, comics, and even Eastern color theory. After weeks of design exploration, the result was a label line defined by explosive colors, bold fonts that dominate the space, and distinct symbols for each flavor — as if taste had its own image.
What does Zanin1895's amaro taste like? It’s noble, traditional, fierce, and unmistakable — like a mythical creature, a griffin. We let ourselves be guided by fantasy and synesthesia, blending the senses with creative thought.
And that’s how the Zanin1895 Super Premium line was born — a collection of spirits designed to be bold in flavor, daring in design, and unforgettable in experience.
But that still wasn’t enough. The first product launch was set for October 2024 at Vinitaly Chicago. Only a few product samples were available, and shipping large quantities of materials to support the line with strong communication assets would be challenging.
So, what to do?
Our immediate thought was to create a video output that could be showcased on screens and devices within the stand. But how could we make absolutely sure we wouldn’t go unnoticed at a major trade fair, already overflowing with stimuli — especially when we had received the samples just one week before departure?
Not even Amaro Montenegro commercials deal with challenges like this.
So, we set up a shooting set and envisioned something fast, eye-catching, and immersive — the kind of content that makes you stop and watch. Leveraging our blended expertise in editing, post-production, and generative AI creative processing, we managed to produce a short presentation video that hit the mark: capturing the full attention of the audience.
Brand interaction was further enhanced through the development of augmented reality animations for the labels. Each label features its own unique animation, which customers can access simply by scanning the QR code printed directly on the bottle.
This transforms the product into something interactive, engaging, and three-dimensional —
in other words, alive.
Wanna see more?
Visit DrinkZanin on Instagram!
