The new narrative starts from the distinctive value of the territory and human capital: heroic viticulture in the mountains, female leadership and entrepreneurship, an organic and sustainable approach, and native grape varieties. All touchpoints have been designed as a single system, complex in its direction but simple in its use, designed to speak to both B2B (restaurants, hotels, wine bars) and B2C audiences, with different languages and formats but a single brand voice.
Brand strategy and brand identity: a brand redesigned from zero
The strategic phase rebuilt L’Autin from the ground up. An initial interactive workshop provided an overview of the state of the art, the competitive environment and distinctive opportunities, highlighting how the market lacked strong narratives on organic farming and female entrepreneurship: decisive identity levers for consolidating positioning.
This led to a brand that was reimagined in every aspect: positioning, purpose, archetype, storytelling, tone of voice, copy and visual system. At the heart of the new identity is the mountain as a daily challenge, transformed into oenological excellence through tenacity, passion and innovation.
Website: a functional hub for storytelling and discovery
The website was designed as a natural extension of the new brand: a place that tells stories, guides and enables action. The structure, images and texts follow the strategic pillars (territory, people, methods, products, experiences) and accompany the user on a fluid journey: learning about the history, understanding what makes the wines unique, exploring the vineyards and techniques, right up to the purchase.
The UX/UI is functional and clean, serving the storytelling, with a clear information hierarchy and content designed to be read and explored in depth. At the same time, the texts have been constructed and optimised using SEO logic to intercept demand linked to key services (Alpine wines, organic, native grape varieties, classic method, ageing in mines), strengthening visibility and organic findability.
Social media strategy and content: different channels, same voice
The social media strategy is designed to speak on two complementary levels: a primarily B2B target audience with a B2C satellite, taking into account that those who make decisions in the professional sphere are still people with tastes and habits outside of work. For this reason, a multi-channel communication system has been defined, with content designed from the pre-production stage and differentiated by objective and touchpoint:
- on Meta, more emotional and visual content to build desirability and engagement;
- on LinkedIn, more professional storytelling to strengthen reputation and credibility in the B2B channel, a distinctive feature compared to competitors.
Production always focuses on people and products together, because L’Autin’s identity lives in the hands, faces and gestures of the mountains, as well as in the wine. The territory and methods become a constant narrative, alternating between elegant and contemporary formats.
To complete the picture, a continuous boost post structure has been planned to increase coverage and quality of the audience reached in key markets, maintaining consistency between organic content and paid promotion.
