VIA MERCADO PREVIEW

vivo. fresco. italiano. {vibrant. fresh. italian}

LAUNCH PREVIEW

BRAND STRATEGY PREVIEW

The brand purpose

Via Mercato transforms everyday moments into experiences of beauty and escape. Rooted in Italian culture, it captures the warmth, vibrancy, and craftsmanship that define Italy’s way of living.

The emotional promise

Italy isn’t just a place, it’s a sensory experience.

Sun-warmed citrus groves, open-air markets, tiled courtyards, coastal breezes, and family kitchens create a feeling that is both comforting and transportive. Via Mercato connects emotionally by bringing these feelings into the home, allowing consumers to slow down, savor the moment, and enjoy an “Italy at home” escape.

Brand language as positioning vivo. fresco. italiano.

These words are intentionally chosen as a brand positioning tool. They immediately signal Italian origin while remaining accessible and intuitive to a U.S. audience.

-vivo suggests vitality, vibrancy, and energy reflecting the lively atmosphere of Italian markets and culture.

-fresco communicates freshness and immediacy, inspired by Italy’s tradition of frequent harvesting and daily shopping for ingredients at peak quality.

-italiano grounds the brand in authenticity, celebrating its cultural inspiration while reinforcing a sense of place.

Together, these words act as a shorthand for the Via Mercato experience: products that feel alive, fresh, and unmistakably connected to Italy.

INSTAGRAM PROFILE PAGE

Via Mercato’s Instagram and email function as a passport to Italy, using product, people, and place to transport the audience emotionally. Instagram creates the visual escape, while email deepens the story behind the fragrances and ingredients.

Together, they bring the experience of Italy into everyday life, no travel required.

My recommendation is for Via Mercato to have it’s own Instagram page to tell it’s story.

ART TECHNIQUE RATIONALE

Mosaic tile is a visual shortcut to “authentic Italy” and it does some heavy lifting brand work.

It feels earned, not themed.

Mosaics are deeply rooted in Italian art history, from Roman floors to Byzantine churches (Ravenna), Sicilian influences, and coastal towns. The reference is specific, cultural, and credible.

It transports you instantly. Tile evokes the Italy people romanticize: sunlit courtyards, fountains, villa bathrooms, old apothecaries, seaside promenades, terrazzo-and-stone interiors. You’re “there” before you even smell the fragrance.

It signals craft + heritage. A mosaic implies handwork, patience, and tradition. That sense of care transfers to the product, even when the artwork is printed.

It reads premium and enduring. Tile is architectural: durable, decorative, permanent. That makes the packaging feel like an object worth keeping, not a disposable label.

It pops on shelf and on camera. The tessellated (small repeated, interlocked shapes) structure creates natural contrast and dimensionality, so it reads clearly from a distance and photographs beautifully.

It supports fragrance storytelling. Pattern, palette, and motif can cue place and mood and product fragrance: eg: citrus suggests Amalfi/Sorrento. It visually telegraphs what the fragrance is and where it came from.

PACKAGE DESIGN FEATURES

A. Using fragrance names instead of numbers reduces confusion and helps consumers ask for each scent by name. While numbers were once popular, many brands moved away from them because they’re less emotional, limit storytelling, and consumers rename them anyway (“the rose one,” “the sandalwood one”). Descriptive names create a stronger sensory connection. This keeps packaging clean, improves recognizability, and gives each fragrance a distinct, memorable identity with strong shelf impact.

B. Embossed bottles (right side only) that telegraph made in Italy. The embossed panel can be added using an insert to the existing mold during the blow mold process.

C. Back of all products: illustration of Italian countyside with romance copy of the fragrance and it’s connection with Italy.

D. Mosaic illustration technique that represents the fragrance

E. Made in Italy prominently displayed on front panel. Fragrance name typography feels organic and hand drawn.

F. Via Mercato / Made in Italy is embossed into the bar using one universal plate across all soaps, ensuring brand recognition even when the soap is in use. Net weight is not required on the bar for MOCRA compliance, only on the outer packaging. Removing variable information keeps the bar clean and elevated while reinforcing brand identity in the consumer’s daily use.

* please note this is a rough rendering

TOP ITALIAN SOAP COMPETITORS

(package design)

SIGNAGE & EMAIL BLAST CONCEPT

vivo. fresco. italiano.

{vibrant. fresh. italian}

sorrento lemon

Infused with the essential oils of authentic Sorrento lemons, this soap captures the essence of la dolce vita. Each creamy lather releases the bright, sweet-tart aroma of Italy’s most prized citrus, harvested at the peak of ripeness from the volcanic cliffs of the Amalfi Coast.

please note: the above does not reflect the product photography style. It is a preliminary placeholder.

{vibrant.

SUPPORTING IMAGERY FOR FRAGRANCES

©mangiacotti creative. For evaluation only. Cannot be duplicated or handed off to a third party.