Dolce Far Niente: The Full Story

Dolce Far Niente: The Full Story

Dolce Far Niente: The Full Story

7 min read

|

June, 30th 2024

7 min read

|

June, 30th 2024

7 min read

|

June, 30th 2024

The Problem

From my research it was identified that the what we view as extraoridnary and rare has changed across the decades. Once a computer was the rarest thing in the world nowadays it’s seen in every room. Social Media means we can search the rarest things and they are right at our fingertips. Like the recent blue moon phenomenal it’s all over social media making it less special than actually going out to see it.

A significant finding was the concept that “Extraordinary is the New Ordinary”.Nowadays, we’re exposed to extraordinariness regularly, leading to boredom quickly and constantly needing new things to find happiness. This raises the question: What defines extraordinary for our target audience? Exploring whether it’s something accessible yet not fully explored or something distant that needs to be brought closer to people.

Insights

These days, the simple joys in life seem to be getting lost as we forget to allocate time for relaxation and rejuvenation in our fast-paced society. This was the old ordinary which is now truly extraordinary. There’s often an unrelenting pressure to stay productive, to constantly be on the move. However, this constant pursuit of activity can lead to burnout, stress, and a feeling of being overwhelmed.

These challenges persist within our target audience due to various factors such as long working hours, increasing pressure, and rising costs. It’s increasingly rare for individuals to give themselves a break, and even when they do, it’s often spent scrolling through social media rather than engaging in activities that truly benefit their well-being. Despite the want of seeking new ways to interact with the world, many have overlooked the simplest and most profound way to connect with the Earth: through our natural surroundings. Taking intentional breaks to simply be present, to immerse oneself in activities without a specific agenda, can offer a much-needed reprieve for both the mind and body.

The Italian Way

Our journey began with a profound appreciation for the Italian philosophy of “dolce far niente” – the sweetness of doing nothing. Drawing inspiration from the rich cultural heritage of Italy, we sought to translate this timeless concept into a contemporary lifestyle brand that resonates with modern-day seekers of tranquility and authenticity.

An Open Conversation

We believe in speaking to our audience in a conversational tone because it helps us establish a genuine connection. By communicating in a way that feels relatable, we show that we’re real people, just like them. This approach builds trust and fosters a sense of authenticity. Our tone of voice adds warmth, personality, and sincerity to Dolce Far Niente’s communication, making it more engaging and memorable for everyone.

This commitment to authenticity is evident in our advertising campaigns, where we use timed advertising to enhance the user experience and create personalized interactions with our audience. For instance, our approach to advertising after work differs from that in the afternoon or morning before work. This flexibility allows us to better understand and relate to our customers’ needs at specific times, with colours also varying depending on the situation. By adapting to the moment, we ensure that our messaging resonates in the most meaningful way possible.

While Keeping it Simple

Our brand stands out in the market with a unique approach: rather than focusing solely on selling products like most lifestyle brands, we prioritize offering an experience that naturally leads to product purchases. Our perspective on rarity is rooted in simplicity, as we believe this is a factor lacking in our target audiences lives. This commitment to simplicity is evident across all our touchpoints and brand assets, including typography and colour palette.

Our first book release serves as an essential introduction to our brand. Within its pages, you’ll discover our beliefs as a brand and explore an A-Z of different ways to experience “dolce far niente.” It’s a valuable resource for inspiration, providing a starting point for individuals seeking to embark on a journey to find pleasure and calmness with us.

by

William Tilbrook

/