1 BRAND INTRODUCTION
CONTENTS 1. THE BRAND Brand Proposition Brand Story Brand Origins Brand Tonality Target Consumer The Inspiration How to play Scopa 2. BRAND IMAGERY Introduction The Place The Wine The People 04 05 06 07 08 10 11 13 14 15 16 2. THE RANGE Full Range The Reds The Whites The Prosecco 3. DESIGN GUIDELINES Primary Off Pack Mark Secondary Off Pack Mark Exclusion Zone Brand Assets Core The Illustrations Layout Guide - Core Brand Assets Premium Layout Guide Premium Typography 18 19 20 21 23 24 25 26 27 28 29 30 31
1. THE BRAND
1. BRAND PROPOSITION PAGE 4 BRAND PROPOSITION DA LUCA Proudly celebrating our Sicilian roots, Da Luca wines are distinctive, complex and reflect the unique growing conditions of this incredible island.
1. BRAND STORY PAGE 5 BRAND STORY DA LUCA IS PROUD TO BE SICILIAN AND OUR SICILIAN IDENTITY MAKES US WHO WE ARE. NOWHERE ELSE WILL YOU FIND SUCH AN INCREDIBLE COMBINATION OF PEOPLE, PLACE AND CLIMATE, OR SUCH DISTINCTIVE AND COMPLEX WINES. Located in the heart of Sicily, here at Da Luca we celebrate everything that s great about Sicilian wine. With our rich winemaking heritage and flair for creativity, we pride ourselves in producing bold, distinctive wines that are unmistakeably Sicilian. Working with small passionate growers scattered across the island to nurture the finest grapes, it s the unique growing conditions of the hot Sicilian sun, the cool sea breeze and the rich volcanic soil which give our wines their intensity and complex flavour.
1. BRAND ORIGINS PAGE 6 BRAND ORIGINS SICILY IS IN A UNIQUE POSITION TO COMBINE OLD WORLD EXPERTISE WITH THE FLAIR AND CREATIVITY OF NEW WORLD WINE PRODUCERS. With its wine making heritage and Old World associations, Italian wine offers consumers a degree of familiarity and reassurance. Although it is still a largely undiscovered and unknown wine growing region, consumers generally assume Sicilian wines will be good quality. As an island, consumers appreciate that Sicily has its own unique identity. This gives Sicily permission as a wine producing region to be more distinctive, with an expectation that the wines will be more creative and experimental than typical Old World wines.
1. BRAND TONALITY PAGE 7 BRAND TONALITY PROUDLY SICILIAN ESTABLISHES A SELF-CONFIDENCE THAT CONNOTES HIGH QUALITY WINES WITHOUT SOUNDING BRASH OR ARROGANT. Ours is a celebratory pride. We want to celebrate all that is amazing about Sicily everything from the breathtaking landscape and unique grape varietals, to the characterful locals who gather for a game of scopa on balmy summer evenings. Few people know the real Sicily and this is our chance to share our passion for great Sicilian wine. The confidence we have in who we are and why we are different comes across in this pride. It is not over the top, nor is it misplaced. It simply stems from a desire to be true to our Sicilian identity and stand apart from other Italian and Old World wines.
1. TARGET CONSUMER PAGE 8 TARGET CONSUMER OUR PRIMARY TARGET MARKETS ARE CONFIDENT ENTHUSIASTS AND ENGAGED EXPLORERS. THEY ARE KEEN TO TRY NEW WINES, WHILST LOOKING FOR REASSURANCE ON QUALITY. We know that our target already has a varied, well developed repertoire, spanning both Old World and New World wines. Quality is important and they appreciate Old World heritage and expertise. However, their active desire for challenge makes the prospect of experimenting with New World wines equally appealing. When it comes to Italian wines, they lack in-depth knowledge so tend to stick to the familiar. Sicily, with its Old World credentials and distinctive character, offers an exciting opportunity to broaden their repertoire and be in the know about more unusual varietals.
1. THE INSPIRATION PAGE 9 THE INSPIRATION AN ICONIC PART OF SICILIAN CULTURE, SCOPA IS THE INSPIRATION BEHIND THE NEW DA LUCA PACKAGING. EACH LABEL FEATURES ONE OF THE BEAUTIFUL CARD ILLUSTRATIONS FROM THE GAME TO CAPTURE THE COLOUR, PASSION AND SPIRIT OF SICILY. Sicilians never do anything by halves; whether that s cooking up a feast for family and friends, or getting the whole town together to celebrate carnevale, they have an incredible passion for life and for living.
1. THE INSPIRATION PAGE 10 THE INSPIRATION continued Nowhere is this more evident than in their love of the national Italian card game scopa. Played by young and old alike, this lively, colourful game is a big part of the local culture; families play around the table after dinner whilst fishermen sit out on the seafront slamming cards down onto upturned barrels. With their own Sicilian version of the game, scopa sums up what it means to be Sicilian; passionate, vivacious and not afraid to do things differently. It s these same characteristics that make Da Luca wines stand apart.
1. THE INSPIRATION PAGE 11 HOW TO PLAY SCOPA Scopa is normally played with between 2-4 players with a 40 card deck with 4 suits. HOW TO PLAY: The dealer deals 3 cards to each player including himself. 4 cards are placed face up in the centre. A player can either lay a card down or make a capture. A capture is made when a player matches their card to a card on the table or the sum of two or more cards on the table. BASTONI: Clubs DENARI: Coins SPADE: Swords COPPE: Cups If all the cards are cleared (swept) during a single capture, this is called a Scopa and normally shouted out at the table, and an additional point is awarded. Generic Scopa Card Sicilian specific Scopa Card The coins are important in winning extra points so the 7 of coins il settebello is a very desired card.
2. BRAND IMAGERY
2. BRAND IMAGERY: Introduction PAGE 13 BRAND IMAGERY This section includes some guidelines on the style of imagery for use in all brand communication and markets, covering: The Place The Wine The People The images shown are examples only and alternative images can be used if they adhere to the guideline suggestions.
2. BRAND IMAGERY: The Place PAGE 14 IMAGERY: The Place Images capture the unique atmospheric conditions and natural beauty of the island. The vineyards and undulating land are set against a distinctive backdrop of Mount Etna or the surrounding Mediterranean sea to give them a greater sense of place. PLACEHOLDER PLACEHOLDER
2. BRAND IMAGERY: The Wine PAGE 15 IMAGERY: The Wine Images focus on the personal touch and hand crafted techniques that are used in the wine making process. Close up images involve the viewer in the action and help to convey the passion of the process. PLACEHOLDER PLACEHOLDER
2. BRAND IMAGERY: The People PAGE 16 IMAGERY: The People Images need to feel genuine, welcoming and convey the relaxed Sicilian way of life. They should avoid anything overly stereotypical and show a range of ages and situations. PLACEHOLDER PLACEHOLDER
2. THE RANGE
2. THE LINE UP: Full Range PAGE 18 FULL RANGE
2. STILLS: The Reds PAGE 19 STILLS: The Reds
2. STILLS: The Whites PAGE 20 STILLS: The Whites
2. SPARKLING: The Prosecco PAGE 21 SPARKLING: The Prosecco
3. DESIGN GUIDELINES
3. PRIMARY OFF PACK MARQUE PAGE 23 PRIMARY OFF PACK MARK The Da Luca logo is made up of 3 components. The Da Luca name, the word Sicilia and the sun icon. This version is used on all pack applications in all countries. It has been specifically drawn and must not be altered or re-drawn. Always use the master artwork supplied. KEY CONSIDERATIONS - Always use this mark as a lock up - It should be used on all off-pack applications - This must only be used in one of the colour ways supplied ONE COLOUR TWO COLOUR FULL COLOUR Use on a white/light background Use on a black/dark background Use only on a white / neutral background
3. SECONDARY OFF PACK MARQUE PAGE 24 SECONDARY OFF PACK MARK When you are limited on height and can not fit the primary off pack mark in, this version may be used. KEY CONSIDERATIONS - Always use this mark as a lock up - It should be used on all off-pack applications - Only use in one of the colour ways supplied - This must always be positioned top left of the layout ONE COLOUR TWO COLOUR Use on a white/light background Use on a black/dark background
3. EXCLUSION ZONE PAGE 25 EXCLUSION ZONE The Da Luca logotype is strongest when it is surrounded by clear space, so that other graphic elements do not detract from it. This clear space is called the exclusion zone. KEY CONSIDERATIONS - Always use the width of the U from LUCA as the clear space. - Please ensure that type, images or other graphic elements do not fall within the exclusion zone. This is the main off pack mark. This should sit bottom left hand corner. This is the secondary off pack marrk. This should sit top left hand corner.
3. BRAND ASSETS: Core PAGE 26 BRAND ASSETS: Core When communicating the core brand tier, this set of assets should be used. Off pack marque Illustration Colour Palette Background Graphic Pattern
3 SWORDS: FIANO EAGLE: PRIMITIVO FEATHER: NERO D AVOLA CUP: PINOT GRIGIO 3. THE ILLUSTRATIONS PAGE 27 THE ILLUSTRATIONS Use these illustrations when talking about the core Da Luca brand or the still wines. The Feather illustration is the lead illustration but if talking about a specific varietal then the appropriate illustrations should be used. The illustrations should always crop off to the right. More than 50% should never be obscured.
3. LAYOUT GUIDE PAGE 28 LAYOUT GUIDE: Core When dealing with different formats, the illustrations can be cropped off to make the most of the space. KEY CONSIDERATIONS - The illustrations must always crop on the right hand side of the layout - No less than 50% of the illustration should be obscured in all cases.
3. BRAND ASSETS: Premium PAGE 29 BRAND ASSETS: Premium When communicating the premium tier, this set of assets should be used. Premium off pack marque Illustration Colour Palette Background Graphic Pattern
3. LAYOUT GUIDE PAGE 30 LAYOUT GUIDE: Premium When dealing with different formats, the sun icon can be cropped to make the most of the space. Black should always be used as a background colour. KEY CONSIDERATIONS - The illustrations must always crop on the right hand side of the layout - No less than 50% of the illustration should be obscured in all cases.
3. TYPOGRAPHY PAGE 31 TYPOGRAPHY The type family we use for all on and off pack applications is Futura. This has been chosen because its design characteristic reflect the modern yet traditional take on the labels. This typeface complements Bodoni which the main logotype is based on. This typeface in Book weight must be selected for all body copy. For a section of body copy you wish to draw special attention to, the Medium weight can be used. For further stand out / differentiation, the typeface Bodoni can be used for headers or a small group of words but must be used sparingly and only after both weights of Futura have been utilised.