Bottega Pantry is a jam brand that sells the dream of an Italian breakfast. An everyday specialty food product positioned as a lifestyle and status symbol by leaning into the art of hosting.
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Art direction and product styling concept developed to visualize the brand world.
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Art direction and product styling concept developed to visualize the brand world.
PRIMARY BUSINESS GOALS
Needs to be positioned as everyday premium in India and has to look Italian. Adapt Italian visual language to Indian buyer mindset and do not touch any boundaries that alienate or affect retail in India. Needs to appeal to urban GenZ consumer who values quality ingredients, aesthetics and experience in a way that they integrate the product into their day-to-day cooking.
TARGET MARKET CONSTRAINTS
Most European brands use wine-related mixes and show non-veg recipes to pair with jam which will not work for India. A large chunk of high-spending Indian consumers might not be avid readers so too much fancy language should be toned down. Indian urban consumer, even GenZ will most likely have kids at home at some point and jam is a go-to item for kids snacks. Need the visual identity and photography direction to preserve the Italian origins and euro-premium aesthetic.
STRATEGIC DIRECTION
Minimal euro-premium aesthetic with hints of artisanal grace. Design bottle to be Instagrammable in morning routines, breakfast content and tabletop food styling. Jam as a status symbol with copywriting leaning into hosting rituals and Italian travel dream. Nothing should scream, always hold a refined elegance.
