Molinari Extra is a leader in the Italian market and successfully distributed in 70 countries around the world. Time had come to help the brand grow further and consistently in the export markets by clarifying the brand positioning and building a tool to support content creators, distributors, customers and external partners communicate a cohesive message to their global audience.

After an immersion stage where we collected all the internal knowledge and analysed existing insights, we addressed the client’s questions with a repositioning process and a brand manual creation. We created a set of positioning territories and used them as stimuli in a co-creation workshop with the client, at the end of which we agreed on the future direction and crafted the new Molinari Extra global positioning.