The challenge
Translate the richness of Italian regional traditions into a beer range, making each variant feel authentic while remaining unmistakably Moretti.
Translate the richness of Italian regional traditions into a beer range, making each variant feel authentic while remaining unmistakably Moretti.
The insight
In Italy, regional identity is deeply tied to local ingredients and culinary culture.
In Italy, regional identity is deeply tied to local ingredients and culinary culture.
The idea
From unique lands.
Each beer expresses a specific region through its hero ingredient, supported by a design system that highlights origin and craft while maintaining a consistent brand structure.
From unique lands.
Each beer expresses a specific region through its hero ingredient, supported by a design system that highlights origin and craft while maintaining a consistent brand structure.
The result
A distinctive range of regional beers that reinforces Moretti’s Italian authenticity through diversity.
A distinctive range of regional beers that reinforces Moretti’s Italian authenticity through diversity.
client: Heineken Italia
agency: Robilant
creative directOR: Andrea Bandiera
DESIGN DIRECTION: Cristina Melloni, Fabio Milito, Pierpaolo Perez.
CAMPAIGN: ARMANDO TESTA
agency: Robilant
creative directOR: Andrea Bandiera
DESIGN DIRECTION: Cristina Melloni, Fabio Milito, Pierpaolo Perez.
CAMPAIGN: ARMANDO TESTA
