...When a sleeve becomes culture
Amaro Lucano changes its cladding: thanks to Nuceria Group, a sleeve d’auteur interprets its history, flavour and quality, reaching the hearts of consumers.
The collaboration between Nuceria Group and Lucano 1894 is based on sharing: of human values, respect for traditions and rootedness in the territory, but also from a technical-productive points of view on one side and emotional marketing on the other. Because, in this accelerated and hyper-technological world, it is important to rediscover the centrality of human relationships, those true, authentic and solid relationships that blend with the search for quality, service and innovation.
The two family based concerns with a high managerial approach, both now committed to generational change, are firmly convinced of this. Perhaps this is also why, just boldly going for it, they face the market and consumers with a new awareness: that projects and products “with a soul” are born only from authentic sharing; products that do not break with the past but, on the contrary, exalt it with a passion what new technology can offer.
Renewal
The packaging created by Nuceria is in fact a turning point in the long history of Amaro Lucano (see the box): after the wet-glue labeling of the past and the latest pressure-sensitive technology, this classic product of the Lucan tradition is in fact clad in three different sleeves, which interpret the happy encounter between liquor art and pictorial art.
As explained by Leonardo Vena, CEO of Lucano 1894: “We are in an era where the consumer, increasingly informed, demanding and savvy, chooses the products with great care. In this context, packaging is really “the apparel that makes the man”, an ideal representation of the desire and expectation of what it contains. Having consequently assumed the role of “narrator” 2.0, packaging is also the main tool a company has to tell of itself and open new channels with its public... maybe even more than advertising».
All-round collaboration
With Nuceria, strategic partner for prime industrial production of sleeves, in 2017 the spirits brand launched an art collection of their main product Amaro Lucano as an absolute première, for which compelling graphics were designed, with the aim of revamping the historic Lucano label in an artistic key.
In this courageous and original relaunch of the brand, Nuceria played a leading role, supporting its customer as a printing consultant and in the sleeve application. A consultancy that, with the support of the graphic agency, started out from the packaging design phase: the choice of materials to be used in production, correct colors for the right coverage and reproducibility of the brand, realization of the artwork suitable to compensate for the shrinking of the material. But not only that: Nuceria also chose the partner for applying labels on the bottle, also following the bottling process at the Matera plant (city that, we reiterate, has the honor and pride of having been named European Capital of Culture 2019, Ed.).
«It has been 8 months of a very demanding joint work - underlines Leonardo Vena on this count - which has allowed us to achieve a result beyond all expectations, both in terms of sales and brand awareness. And it has laid the foundations for new “limited edition” series, like the one for the Amaro Lucano Christmas promotion: made with a sleeve that reproduces the classic white and red motifs of the warm mountain sweaters, it has been distributed in the symbolic shop of Matera, the “Lucano La Bottega” where the prestigious series are exhibited and sold.
On the other hand - the manager continues - it is essential to have, both upstream and downstream, partners capable of bringing new ideas. In fact, it is no longer enough to shut oneselves off in one’s office to create innovation, which is instead the result of a direct interchange with suppliers and customers. It is practically what we did with Nuceria to imagine the new packaging of Amaro Lucano, when the respective marketing and production functions together with a panel of consumers gathered in a focus group, with the aim of in the first place highlighting consumer expectation and providing appropriate responses to their needs. In other words innovating means sharing».
The elegance of innovation
The consolidated experience and knowhow of Nuceria Group have thus enabled Lucano to produce and present to the market a product that is the same in substance but profoundly different in spirit, both elegant and vital.
«Today more than ever - Guido Iannone, GM Nuceria Group intervenes in this regard - a label represents an anticipation and a promise of the product: a promise that draws strength from the balance between historical identity and renewal.
In 1894, in the back room of his biscuit factory in Pisticci in the province of Matera, Cavalier Pasquale Vena created a blend of herbs with a balanced but determined flavor, with unmistakable citrus and floral notes. This is how Amaro Lucano was born. |
