The Story
In Italy, Traditional Balsamic Vinegar is a time-honored tradition, an artisan craft as unique and revered as wine. Unlike commoditized, household balsamics that contain sweeteners and artificial flavorings, Traditional Balsamic Vinegar is produced in a microclimate and is aged no less than 12 years to meet fine standards of accreditation. Malpighi, one of the world's finest Traditional Balsamic Vinegar producers, looked to introduce themselves and their product into the U.S. market. The Groop's challenge was to create the same culture of Balsamic in the U.S. and connect people with House of Balsamic.
The Results
The Groop created a new brand identity that was researched and crafted down to the finest detail across multiple platforms. The Groop designed the House of Balsamic website and used a Drupal based content management system capable of delivering products through e-commerce. The Groop also shot their brand video on location in Italy. Every label, photograph, webpage and film scene embodied the fulfilling ideals and luxurious nature of House of Balsamic. The design and idea revolved around Balsamic, a word whose actual definition characterized health, well-being and enjoyment of life. House of Balsamic was defined by all things Balsamic, being food, wine, travel, books, planes, sailboats; things of inspiration and harmony. The Groop built around this lifestyle, connecting House of Balsamic with those who shared the same values. Through cocktail events, charity benefits and a shared outlook and interest, House of Balsamic became a part of a lifestyle whose following embraced Balsamic ideals.