ABOUT ZONA MOSTO
Zona Mosto was born in 2021, in Milan, after several video calls on the Milan / London axis, during the pandemic period, when the two founders Aris and Erides became aware of wanting to found an artisan microbrewery. We believe that beer is a powerful social aggregator, a product that in its simplicity manages to unite people, breaking down any type of barrier. For this reason we have chosen a name that recalled a place of sharing (Zona) and that could convey our passion for beer (Mosto). The intent is to bring to our drinkers the best realization of the concept of beer, it is no coincidence that our motto is "Crafting beers for modern drinkers".
ABOUT THE PROJECT
To create the Zona Mosto brand and, consequently, the product labels, various competitors in the sector were analyzed, identifying the best microbreweries that had the following characteristics: high quality of the beer produced, wide diffusion of the brand, attention to design and to current trends. As a result, three microbreweries were chosen and analyzed to understand their strengths and weaknesses. The winning characteristics have been derived from them, such as: originality, non-conformism, extreme attention to product quality, the construction of a strong and well-defined brand. The next step of the analysis compared the target of Zona Mosto with the characteristics required to make the product salable and appealing to buyers, finding a good alignment between the wishes of the various buyer personas and the brand's proposal. We received unanimous feedback by user testing on certain choices which then led to the use of a certain style for the brand which was then declined on the illustrations, also going here to do a research aimed at the target audience to make the labels really interesting. In this phase it was discovered that in the samples analyzed, no one had ever used die-cutting to enrich the creative context of the visual, therefore - given the technical possibilities to do so - this element was included in the test phase to understand the public response. The result was great, a true innovation that has led some of the most famous Italian microbreweries to create die-cut labels, taking inspiration from those created for the Zona Mosto brand.
As the brand was just born, there was no historical background. The values, the mission and the target were created from scratch. On the part of the customer, however, there was a precise idea of what the reference target was, which was then confirmed by the analyzes carried out, this allowed to create a strong brand with solid foundations with a well-defined audience and an independent soul. We also tried not to imitate the big brands that produce beer, both in style and in the entire design. Going to give an exclusive "flavor" to each material produced, from the logo to the site to the labels. Great attention was paid to the creation of a label that respected all relevant laws, both at the Italian and European level, also identifying the new legislature that gave new regulations on how and what to affix in the case of recyclable materials, thus having to design the label of the can so that all the information had the right hierarchy and were identifiable. Finally, the biggest challenge of the project was to create a unique style and trait, which the consumer could only associate with the Zona Mosto brand. This is due to the large amount of microbreweries existing in the Italian market and their continuous transformation. For example, many of the brands existing today, which are competitors of Zona Mosto, use a different illustrative style each time on each can label, creating recognition problems and confusing the buyer many times.
