Berlucchi

I worked on digital strategy and editorial direction, defining content structures, tone of voice, and storytelling formats. Instagram became a key platform to connect wine with cuisine, people, and moments, through carousel formats centered on chefs, dishes, and sommeliers, and reels focused on creation processes and pairings.

Copywriting followed an evocative and intelligent approach, reinforcing brand values through restraint, visual harmony, and cultural coherence. The result was a more coherent, recognizable, and elevated digital presence that reinforced the brand’s positioning as a reference point in Franciacorta culture, strengthening perception and emotional connection. Engagement grew while authority was preserved, allowing the brand to feel contemporary without losing depth, credibility, or timeless appeal.