Branding · User Experience · Sustainability · Wellness · Storytelling
Brand Audit for Ghia
Crafting a mindful, sophisticated brand identity for a non-alcoholic aperitif
Allegra Giardinia Mantellassi
Haley Segal Blackburn
Yifan Shi
The goal was to analyze and refine Ghia’s brand strategy to strengthen its market presence as a premium non-alcoholic aperitif. We aimed to evaluate digital touchpoints, packaging, and brand storytelling to identify strengths, gaps, and opportunities for improvement. Success was measured by how effectively we could recommend strategies that deepen emotional connection, increase engagement, and reinforce Ghia’s positioning in the mindful drinking category.
For this project, our client was Ghia - a brand catering to health-conscious, design-savvy consumers seeking a premium non-alcoholic alternative.
We conducted in-depth research into Ghia’s brand identity, mission, and consumer base, comparing it to competitors like Seedlip and Lyre’s. Our team analyzed digital touchpoints including the website, Instagram, TikTok, newsletter, and packaging, assessing how each contributed to the overall brand strategy. Using consumer personas and brand archetypes, we mapped opportunities for stronger engagement, including more dynamic social content, influencer collaborations, and storytelling rooted in Ghia’s Mediterranean heritage.
Our research highlighted Ghia’s strengths in design, storytelling, and premium positioning while revealing gaps in community engagement and social media relatability. We proposed actionable recommendations such as diversifying content formats, collaborating with wellness influencers, and amplifying founder-led storytelling. These strategies would not only increase brand visibility and consumer loyalty but also reinforce Ghia’s identity as a sophisticated, authentic leader in the non-alcoholic beverage market.
