Terre del Marchesato

When improving brand awareness translates into commercial advantages

Zaki > Case studies > Terre del Marchesato

Terre del Marchesato

Marketing strategies and integrated digital tools for the new brand narrative of one of Tuscany’s emerging wine excellence brands.

Skills
Content creation
Digital product design
Front/back end development
Marketing analysis

Services
Analysis and insight research
E-commerce
Content strategy
Content production
UX/UI Design
Corporate storytelling

Year
2020 - Ongoing

Website

Marketing strategies and integrated digital tools for the new brand narrative of one of Tuscany’s emerging wine excellence brands.

Our work for Fattoria Terre del Marchesato is an example of corporate storytelling applied to the wine sector that generated positive results not only in terms of brand awareness but also at a commercial level.

A new brand narrative, combined with the implementation of communication and sales tools—both digital and analog—enabled our client not only to present itself in the most appropriate way but also to cope with the drop in sales caused by the pandemic lockdowns.

Thanks to the new website and the new e-commerce platform developed by Zaki, the company was able to strengthen its reputation and that of its wines, while simultaneously increasing both the number of bottles sold and the average price of the labels in its catalog.

Website

The client

Sixteen hectares of vineyard rows tended by hand like a garden, a rural tradition turned into added value, a family-run winery managed with daily passion in the finest production area of Bolgheri.

Since 1998, the winery Fattoria Terre del Marchesato has been producing and marketing, in full respect of the terroir and the winemaking traditions of Bolgheri, a range of excellent wines that climb—year after year—the rankings of the most appreciated Tuscan wines worldwide.

The challenge

Although Fattoria Terre del Marchesato was already an excellence in the wine sector, before our intervention its corporate communication was not at all aligned with industry standards. This lack of identity had serious repercussions on the perceived quality of its wines, which were truly appreciated only during tastings.

The challenge we embraced—initially focused on improving the brand’s reputation in terms of visual and verbal identity—led to the complete redesign of all digital communication tools, from the website to the company shop, as well as the development of campaigns and loyalty initiatives to support commercial activities.

Goals

Increase the awareness and reputation of the Terre del Marchesato brand.
Enhance the perceived quality of Terre del Marchesato’s products.
Encourage purchase and build customer loyalty for Terre del Marchesato.

The solutions

The work carried out for Fattoria Terre del Marchesato unfolded across multiple areas:

Corporate storytelling strategy: first of all, we built from scratch all the contents (textual, video, and photographic) needed to support the new brand storytelling of Fattoria Terre del Marchesato, creating a simple yet impactful brand narrative strongly focused on the distinctive and identity-driven values of this excellence of our territory.
Brand design and visual identity system: after a subtle logo restyling, we proceeded with the redesign of all institutional and commercial communication tools, such as the company profile, informational brochures, and product folders.
Website development with e-commerce: while the offline communication tools were being developed, we focused on the digital ecosystem. We first created the new responsive website and then enhanced it with an online shop for the direct sale of the wines in the catalog. During the design phase, great attention was paid both to UX design—in terms of ease and intuitiveness of navigation—and to UI design, particularly regarding the quality of the visual interface, especially on the product side.
Support for commercial activities: as a final step, we worked on actions and tools aimed at successfully supporting product sales both online and offline. We created a dedicated Wine Club area with special offers and benefits for loyal customers, implemented a newsletter creation and management system for the extensive database of clients and partners, managed social communication, and designed and launched social and Google Ads campaigns.