Context: Zona Mosto was founded in 2021 in Milan, born from the idea of its two founders, Aris and Erides, who decided to start a craft microbrewery during the pandemic. Vision: Beer is a powerful social unifier, capable of bringing people together and breaking down barriers. The name “Zona Mosto” reflects a place of sharing (“Zona”) and a passion for beer (“Mosto”). Motto: “Crafting beer for modern drinkers.” Challenge: Creating values, mission, and objectives from scratch.
Below are the actions taken during the preliminary analysis phase: 1. Several competitors (microbreweries) with high-quality products, strong brand presence, and attention to design were analyzed; 2. Identification of key winning characteristics for the brand: originality, nonconformity, product care, and building a strong, well-defined brand; 3. The target audience was already clear in the founders' minds and confirmed by the analysis: modern consumers with a focus on quality and design.
Below are the main guidelines on which the concepts and project were developed: 1. The desire to avoid imitating major brands and to give an exclusive "flavor" to every element (logo, website, labels) while maintaining an independent spirit; 2. Beer as a social experience and a product with an artisanal, modern, and nonconformist character.
Main Challenges: 1. Create a unique style that is immediately recognizable as Zona Mosto; 2. Pay close attention to Italian and European regulations (recyclable materials, information hierarchy, readability); 3. Avoid confusion, as the craft beer market is vast and thriving, making it essential to clearly communicate the brand’s qualities and values.
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