VETRO. A SYSTEM WHERE THE NEW CRAFTMANSHIP
IS ENCOURAGED.
Covid-19 quarantine had an important role in the spreading of the interest in DIY activities.
Our analysis focused on italians behaviour - more than the half of them (59% of the adults considered) spent quarantine time on those kind of activities, underlining a trend that was already rising in the last years with economic crisis complicity.
Starting from quarantine, for the first time in contemporary times a growing number of youngers are becoming interested in those kind of activities.
data referencence: Comscore, analysis of consumers behaviours during Covid outbreak.
the new craftmanship stands for the ongoing democratization
of handcrafting.
Vision. Empower the young passionates to invest their time to release their creativity.
Mission. Offer physical and virtual tools to create through the collaboration of knowledges.
Products-services Workshops & Magazines
Supported by Website / Instagram
Customer journey and communication channels
All the communication is both in English and in Italian: the project is strongly linked to the territory of Milan -
for the Lab is in the district Bovisa - but the experience is open also to all the international young and curious students of the city.
1. Teasing / Brand ignorance
Posters
2. Brand Awarness. Introduction to brand values
Posters / Instagram sponsorized posts and stories
3. Brand discovery
Workshop advertising on posters
2. Brand awarness / 3. Brand discovery
Instagram profile
Brand awarness: inspirational pictures and values declaration / Brand discovery: products and services displayed
The featured stories include pictures of the last workshop partecipants' projects.
have a look > @_vetr.o
3. Brand discovery / 4. Drive to the store / 5. Purchase experience
Vetro website
Brand discovery: products-services displayed / Drive to the store: products-services explaination / Purchase experience: Chart and personal area
The workshops can be streamed through the QR code at the end of the magazine.
Each magazine is linked to a specific workshop. One workshop per month, so, means one magazine per month as well.
6. Post purchase
Vetro logo is printed or impressed on the items created during the workshop, that are then published on Vetro's instagram profile.
Bags and photos credits: Camilla Marchi, the designer proposed as the teacher of the workshop advertised.
2020 / Digital Branding / Politecnico di Milano
Baroni Anna / Busignani Veronica / Mascetti Antonella / Mazza Paola / Sanguineti Samuele / Voltolini Matilde
