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Consumer / Wine • Ongoing • 2024–...

Figlie Ribelli — Brand Identity & Positioning Case Study

Brand identity and positioning for a consumer wine brand: a deliberate break from category codes.

Duration

Ongoing

Phases

5 in progress

Outcome

Pre‑launch

Journey 2024–…

Start

2024

Decode

2024

Define

2024

Design

2024

Deploy

2025

Ongoing

2025–…

Context

Consumer brand from scratch: identity and positioning

Figlie Ribelli was born as an independent entrepreneurial project in the wine sector, starting from a perceived cultural void. Not as a response to explicit market demand, but as a stance against a repetitive, self‑referential wine imagery unable to speak to an audience defined by values and mindset more than enological expertise.

The project sits in the consumer segment, with mid‑price positioning and a strong conceptual foundation. Wine is both means and end: a cultural vehicle and a concrete product whose quality remains a necessary condition.

When Kredo entered the project, Figlie Ribelli did not yet exist as a brand: naming, identity, concept, and visual system were built from scratch.

Identity & visual system

Logo design

Launch visual

Labels

Label 01

Label 02

Label 03

PHASE_01

Decode

Clarify foundational tensions: identity and positioning

Decode did not analyze an existing identity, but clarified the project’s structural tensions:

Culture and product
Identity and market
Symbolic vision and production reality

The main risk was twofold: slipping into a project that is too artistic or being perceived as a gimmick. Decode set non‑negotiable principles: no irony, no gratuitous provocation, no obvious storytelling.

PHASE_02

Define

Found brand, naming, and consumer positioning

The Define phase coincides with the full foundation of the brand.

Kredo defined:

Naming and concept
Cultural positioning
Centrality of the feminine as a founding element
A language that stands out without relying on famous figures or pre‑packaged narratives

Figlie Ribelli is defined as a product with a strong identity, built to endure over time, not trends.

PHASE_03

Design

A symbolic break translated into form

Figlie Ribelli’s design takes a clear stance: it deliberately ignores the classic wine codes.

Labels and the visual system focus on essentiality, contemporaneity, and concept. The feminine is not illustrated, but embedded in the project’s structure.

The design does not seek immediate approval: it asks for attention.

PHASE_04

Deploy

Prepare the launch without diluting identity

Because the project is in pre‑launch, deploy was conceived as building coherence, not mass exposure.

The work focused on alignment between product, identity, and narrative, avoiding identity compromises tied to distribution or short‑term marketing.

PHASE_05

Develop

A project in progress

Figlie Ribelli is an ongoing project.

The work continues to guide the brand from concept to production and commercial reality, keeping conceptual density intact even in the market phase.

Impact

Selected outcomes

Built a consumer brand with a solid conceptual foundation from day one

Cultural positioning chiaro in un settore fortemente omologato

Differentiation without relying on obvious storytelling or famous figures

Constant balance between symbolic vision and business sustainability

Identity designed to endure over time, not trend cycles

FAQ

What does a KREDO case study cover?

Context analysis, objectives, positioning choices, brand identity, and measurable outcomes, with a focus on strategic decisions.

What is the difference between rebranding and positioning?

Rebranding changes symbols and language; positioning redefines the brand’s role in the market. We address both when needed.

How long does a B2B brand transformation take?

It depends on complexity and stakeholders. Typically 6–18 months for a full identity and positioning program.

Do you work on generational transitions?

Yes. Many projects start from generational change or post‑acquisition, aligning identity, structure, and market.