As part of their final project for the Marketing Communication module, the bachelor students in Communication Culture and Business worked as a single team to take on a real-world challenge, reimagining Brandina The Original, the Riviera-born brand known for its colorful bags made from beach chair fabric. The goal was to reframe the brand’s positioning and storytelling through a fully developed strategic proposal.
From Analysis to Vision
The project, guided by instructors Davide Molinari, Greta Pinto, Alessio Piazzola, and Simona Bertoli, began with a SWOT analysis and a critical evaluation of the brand name to understand how the brand is currently perceived and what new directions it could take. This analytical phase served as the foundation for the strategic rebranding that followed.
Designing a New Story
Students proposed a new positioning and storytelling approach that would strengthen Brandina’s identity while staying true to its roots. Their concept was brought to life through visual and verbal moodboards, showcasing an updated tone of voice and a renewed aesthetic direction for the brand. The result was a cohesive and forward-looking communication strategy.
From Classroom to Creative Pitch
The project concluded with a creative presentation delivered in front of all module instructors. It represented more than a classroom exercise it was an opportunity for students to apply communication theory in a professional context, blending strategic thinking, teamwork, and creative execution to shape the future of a real Italian brand.