Problem

Fernet-Branca's old portal was visually dated and lacked a real connection to the brand's historical identity.

The aesthetics did not enhance the brand's iconic codes, appearing generic and unrecognizable.

The user experience was also weak: navigation was unintuitive, content was static, and an engaging narrative was lacking.

The portal failed to communicate Fernet-Branca's value and personality, nor to attract a younger, design-conscious audience.

Solution

The website design uses a dual-axis navigation: vertical scroll for main sections and horizontal scroll for sub-sections, creating an intuitive and immersive user experience.

Each page features a blurry vintage background from Branca Distillerie's historical archives to highlight the featured graphics and reinforce the brand's rich heritage.

The logo is positioned bottom-left to avoid interfering with navigation, while social links are placed top-right.

A carefully chosen pattern and visual language evoke the brand’s core values, creating a warm, recognizable environment that supports product discovery and purchase.

Process

I worked closely with a strategist, an account manager, a developer and the client, to translate the vision into a distinctive and effective solution.

I created all the interfaces, meticulously refined every detail and delivered a complete set of assets for development, including responsive versions.

Additionally, I prepared mockups and a final presentation to clearly communicate the end result to the client.

My Role

I led the art direction, transforming the brand identity and photographic material into a distinctive interface.

I took care of every visual detail, coordinating with the client and created all necessary graphic assets, both for web and responsive versions.

I was also responsible for developing presentation materials and mockups.

Achievements

+40%

Average session time

+25%

Direct traffic

-18%

Bounce rate

Special thanks to: Marco "Raizen"