To simplify the issue somewhat, it can be said that at the end of the Design Week, participants go back home with one of two possible states of mind: either with fresh eyes filled with wonder or, to quote Munari, with the feeling that there are “more seats than bums”.
By Anna Managò
For years, big business has got the market used to ‘flat’ flavours and aromas, but now, thanks to a renaissance of interest in food and everything surrounding it, consumers are demanding a taste experience even from the world of beer. The buzz created in the market by craft beer has given rise to an unprecedented assortment of Italian draft and bottled beers. Yet too much choice, unclear information, confused communication, “experts only” market positioning and prices that can sometimes be out of reach risk alienating even greatly interested consumers.
So what does the future have in store for this exciting sector of the market? To get a better understanding, let’s take a step back and look at how the movement was formed.
There is always a lot of expectation when you cross the threshold into a star-rated restaurant and a lot of "magic" when you taste its dishes. Every detail of your experience is carefully planned, from the welcome to the exit, and from the decor to the service, which conveys exclusivity, attention and extreme quality. But this often unforgettable opportunity is not always within everyone's reach.
In our business, old prejudices often lead us to give less importance to the practical execution of ideas than to their conception, almost as if manual work were less important than thought. It is true that in the absence of a solid Brand strategy, visual design projects would be a merely decorative exercise, but how many projects have we seen fail miserably due to executions which are incapable of expressing a concept?
Every time I meet an entrepreneur or a manager to discuss a branding project, one of the first statements I make is the following: “design means dialogue”. In general we get involved to solve a problem – a problem of communication, of representation, or sometimes to define the identity of a company.
In these cases, we don’t have pre-packaged answers, nor do we have a secret formula to solve every issues. What we do is work closely with the clients to help them find the most effective strategy and then express it through the brand identity.