Success Case: Branding and Market Positioning for Atonito
Company: Aba Bebidas

Client: Atonito | The bitter Owl

Background:
Atonito is an Argentine aperitif created in 2021 in collaboration with Aba Bebidas, a family-owned company located in Entre Ríos, Argentina, with over 80 years in the market. Developing a new product in this context presented a unique challenge, as it required not only convincing a customer but also engaging a family with deep-rooted traditions.

Challenges:

• Successfully establishing a new aperitif brand in a competitive market dominated by established players like Campari.
• Integrating the product into Argentine culture, highlighting its familial and historical significance.

Strategy:
Collaborating on this project went beyond mere branding; it was about connecting with the roots and the herbs that characterize our heritage. Our comprehensive strategy included:

1. Brand Creation: Developed a unique brand identity that resonates with both international standards and national flavors, appealing to the Argentine market.
2. Style Guides: Created detailed style guides to ensure brand consistency across all platforms and materials.
3. Content Creation: Produced engaging content that tells the story of Atonito, highlighting its cultural significance.
4. Art Direction: Oversaw visual elements to ensure the brand’s aesthetic reflected its heritage and modern appeal.
5. Landing Page Development: Designed a landing page for the product launch, effectively communicating the brand’s story and values.
6. Printed Materials: Developed professional stationery and merchandising that align with the brand identity.
7. Label Design: Crafted eye-catching labels that embody the spirit of the drink and appeal to consumers.

Results:
Despite the challenges, Atonito successfully positioned itself in the market as a premium Argentine bitter, celebrated at gatherings and significant life events. Our efforts culminated in creating a brand that combines international standards with a distinctly Argentine touch, achieving positive recognition in a competitive landscape.

Conclusion:
The successful launch and positioning of Atonito in the market not only reinforced its cultural relevance but also showcased the potential for new entrants in the Argentine beverage industry. Our collaboration exemplified how connecting with heritage can drive brand success while appealing to contemporary consumers.