Tenute Piccini 是来自意大利托斯卡纳的葡萄酒品牌。在葡萄酒文化成熟的欧洲市场，该品牌的销售量达到行业前三。在良好的业绩的推动下，Piccini正计划进入中国市场。项目组需要帮助客户对目标市场进行一系列的调研，提供设计策略及解决方案，为客户在进入市场前可以做好充分的准备。为此，项目整体通过3C方法论(Consumer, Competition, Context)进行调研。 对消费者Consumer的调研是该项目最重要的一项。项目组需要通过访谈Lifestyle Probe（生活方式探索）深入了解目标市场客户对葡萄酒的看法（包括种类、味道、习惯、包装设计、品酒文化等）；而Competition方面，项目组需要收集逾50个中外各类葡萄酒品牌进行竞品分析，一方面以便了解客户品牌的相对优劣，另一方面可进行案例分析；Context是了解中国葡萄酒市场，辨识当前前及未来宏观环境的对客户进入市场的影响因素。项目组通过集合一系列调研数据为客户分析及制定一套完整的市场策略及设计方案。

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Tenute Piccini is an Italian- International wine company and is now exploring the potential growth of its wine product in mainland China. Particularly at the PRD region, Fujian, Zhejiang provinces and Shanghai municipality.

Within 6-month timeframe, the project team provided a comprehensive overview to Piccni through an in-depth investigation in China's wine market. The project activity was broken down into four distinct phases: Research, Analysis and Insight Development, Ideation, and Prototype Design. Being a 'strategic design consultant', the project team also provided several advises of the improvement of Piccini's wine while enter into the market