Founded in 1916, Acqua di Parma is a Maison rooted in the Italian arte di vivere, historically linked to the world of tailoring and masculine elegance. For decades, the brand communicated with monolithic authority through a precise and rigorous language addressed to a highly specific audience. Acquired by the LVMH Group in the early 2000s, the Maison launched a strategic renewal in 2023 to engage a younger, contemporary global market. The need for a sharper, more agile identity became a business priority.
FRAMING THE CHALLENGE.
When REMIDA joined the Acqua di Parma team in 2024, the new Brand Platform was already defined in English. While precise, it remained inaccessible to the Italian market and to the internal teams responsible for its daily implementation. The task was analytically complex and deeply structural: defining the exact Italian semantic equivalent without compromising a single iota of the original strategic intent.
SETTING THE DIRECTION.
The process began with the architecture of a proprietary internal glossary: every key term was weighed, and cross-referenced. Some required a direct cultural adaptation; others, like “zest for life,” demanded a more nuanced linguistic evolution. Cohesion was the primary objective: each term was rendered according to a strict internal logic consistently applied across the document, yet flexible enough to adapt to diverse communicative contexts.
DOING THE WORK.
Once the Italian Brand Platform was finalized, the scope expanded into strategic transcreation. Pre-existing copy in both Italian and English was re-engineered through the lens of the new platform and tone of voice. Every asset was recalibrated to mirror the contemporary Maison identity, ensuring the brand’s heritage was seamlessly translated into a modern, global narrative.
Internal Glossary
Internal Glossary
Keywords identification and semantic mapping of the original Brand Platform. Development of a curated Italian glossary: a rigorous process of linguistic research and iterative translation was designed to ensure cultural resonance.
Consistency & Cross-Referencing
Consistency & Cross-Referencing
Systematic alignment across the entire document to ensure structural integrity. Every term follows a uniform internal logic, while maintaining the necessary flexibility for multi-contextual nuances.
Strategic Transcreation
Strategic Transcreation
Activating the new Brand Platform through the re-engineering of existing social and website copy. Every asset, in both Italian and English, was recalibrated to embody the updated tone of voice and Maison identity.
IMPACT.
The Brand Platform was built to be lived, and Acqua di Parma executed it flawlessly. Building on our strategic foundation, the Maison launched Buongiorno, a fragrance conceived as an ode to the simple pleasures of Italian life. In 2026, the brand celebrated its 110th anniversary with a cinematic campaign starring Michael Fassbender: a project explicitly framed as a cultural narrative rather than a product campaign. A pure expression of that “zest for life”.
Anchored in time, not in moments.
