Summer and the heat of Sicily are the setting for a new co-branding adventure, between the bold luxury fashion brand signed by Domenico Dolce and Stefano Gabbana and the historic wineries that since 1851 delight the palate and smell with fine productions and interesting graphics on the artistic labels.
But’ just this aspect that represents the link between the two companies, with the aim of hitting and inspiring customers, consumers and lovers of beauty, evoking colours and scents of the warm Sicily, as well as the pink color of this blend that originates from two iconic native vines of the island, Nerello Mascalese and Nocera and is characterized by an elegant bouquet of jasmine, enriched with delicate hints of wild strawberry, peach and bergamot.
In the Co-Branding strategy, the companies wanted to enhance not just the contact point between the two identities (as certainly Sicily is), but also the approach to style and taste, elements that come from the culture of the two brands, from their story telling and from the way they manage to establish themselves in their respective market areas.
D&G has always taken care of an original communication, made of colours, symbols of the land of origin, gaudy messages applied on different products and in different contexts, authentic expression of the thought and style of the two founders.
Same approach as that followed by Donnafugata, always taking care to the culture of making and not only to the product with its organoleptic characteristics. An investment in “value” which led the company to give much emphasis to the image and culture of the places where the product is born, as well as to iconography and art, often translated into artistic labels that have found space several times in thematic exhibitions and cultural encounters.
Strategies that at a certain point find a way to meet and offer the starting point for a new common strategy, where two brands speak a common language, while belonging to different sectors and commercial areas. The “Product-son” of this strategy is just the iceberg tip of a project containing many interesting and useful elements, which are thus transferred to the market in a simple and pleasant way, in this case involving the senses.