Società Agricola Acetomodena is an Italian company producing traditional balsamic vinegar (PDO and PGI) of the highest quality and, at once, aromatized vinegar condiments with a surprising taste. Its products are sold through Eataly stores and positioned in a high market segment. The challenge was to design an institutional website capable of recounting a modern brand, focused on constant research and innovation while respecting centuries-old traditions.

Let’s see the three key elements that drove the construction of the new identity:

1 A dynamic user experience places the product always in the center, starting from a visual and emotional high impact homepage.

2 A direct tone of voice without frills tells the brand mission in an influential way but yet close.

3 A visual layout and a storytelling well recognizable that lead the user across the various sections of the website.

The “Products” section is the outcome af a huge work that permitted us to rationalize all the category (PDO, PGI, Condiments, Wine Vinegar, Cream) and make user’s navigation simple and exhaustive.

Occasionally for the same product different label versions and packagings (futura, classic, tube and many others) may coexist. Through a simple graphic solution the user can easily move among the different designs without leaving the page.

Recipes section is composed of a mix of pictures and illustrations.

From the institutional website’s menu is possible to reach an external link that leads to the e-commerce.The User Interface operates with the same codes of the institutional site and holds a great usability.