We began by immersing ourselves in the brand, visiting key sites across the world and auditing the entire customer experience. We followed this with a day of brand workshops, designed to align a diverse set of stakeholders from all around the world. By getting everyone onto the same page, we had a perfect platform to deliver a new brand positioning and brand idea.
Our research taught us that Obicà’s lack of traditional ‘trattoria’ style cues meant that consumers outside Italy struggled to understand its offer. To become a truly global brand, we argued that Obicà needed to reintroduce some subtle Italian elements, without compromising the contemporary feel that distinguishes it from its competitors. We called this ‘Cosmopolita e Autentico’.