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Guidelines-August-2013_大厂VI品牌视觉标准设计规范_企业品牌手册.pdf
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Guidelines-August-2013_大厂VI品牌视觉标准设计规范_企业品牌手册.pdf
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Argento brAnd identity And style guide
July 2013
2
Argento brAnd identity And style guide
Argento is one of those products that has a very simple story. It is entwined
with its country of origin in the same way that Peroni beer is intrinsically
Italian, Evian is French and Vegimite is Australian. When you buy Argento
you buy Argentina and when we sell Argento we sell Argentina.
The characteristics of the wine are very Argentine and drinking it is like
drinking-in Argentina. It is sophisticated, real, proud, sociable, expressive,
vibrant and stirring. Argento represents a wonderful opportunity for the
uneducated or educated wine drinker to enjoy a sophisticated drink that
carries lots of exciting and emotive cultural associations; it’s a glass of
(Argentine) life.
WhAt Argento represents
3
Argento brAnd identity And style guide
the Argento brAnd
To bring the Argento brand to life, we need to understand what it is like, what
it cares about and the experience that consumers have when they engage with it.
What is the most important
thing to the Argento wine brand?
the Art of living
An optimistic and passionate
respect for life and the things
that really matter.
What should our customers expect
emotionally from our wine?
A glAss of Argentine life –
An enriching experience from a glass of
Argentine life.
What do our customers have in common,
other than a love of wine?
Internal search and external discovery (a
desire to learn who they are and connect to
people/brands that help them navigate the
world).
What will we never compromise?
Craft, Natural Resources,
Generosity, Pleasure, Friendship, Cultural
Identity, Authenticity.
What is the brand like to meet
at a party?
Sophisticated, Real,
Proud, Sociable, Expressive,
Vibrant, Stirring.
What are the tangible components
of our wine?
Premium look and feel, rich and velvety Malbec
from Mendoza, purity of fruit, good quality for
the price, reassuringly expensive.
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