Disincarto

Transform the ritual of the corporate Christmas gift into a true brand experience.

Ogni anno, a dicembre, si ripete lo stesso copione: le aziende scelgono un regalo, lo impacchettano, lo spediscono. Un gesto di attenzione che rischia però di trasformarsi in un’abitudine prevedibile, destinata a perdersi nel rumore delle Feste. Da qui è nata una domanda semplice ma radicale:Every year, in December, the same script plays out: companies choose a gift, wrap it, and ship it. A thoughtful gesture that risks turning into a predictable routine, destined to get lost in the noise of the holiday season.

That’s where a simple yet radical question emerged:
is it really the content that makes the difference, or can we shift the value to the way it’s told?

With Disincarto, Mentarossa chose to overturn the ritual of the corporate Christmas gift, transforming it into a true brand experience. Not a gadget, not a self-referential object, but a project capable of expressing positioning, strategic vision, and creative sensitivity.

The idea was as intuitive as it was powerful: put the spotlight on the “container.” Because at Christmas the gift matters, but the anticipation, the wrapping, the act of unwrapping tell a much bigger story.

The concept takes shape as a collection of hand-illustrated wrapping papers, designed to enhance any gift — even the most unlikely one. But behind the aesthetics lies a layer of analysis. The approach is almost sociological: Christmas is not a uniform experience. Some people love it unconditionally, some embrace it with organized enthusiasm, and others endure it with ironic resignation.

Three attitudes, three emotional landscapes, three distinct visual identities. Each set of wrapping paper becomes a tool for emotional profiling: the giver can choose the design that best reflects the recipient’s spirit. It’s no longer just about “wrapping” — it’s about interpreting.

The project was born as a B2B self-promotion initiative — a holiday gift dedicated to the agency’s clients. But from the very beginning, the ambition was broader: to turn a relational gesture into a concrete business opportunity.

That’s why Disincarto didn’t stop at direct distribution. It launched on Mentarossa’s e-commerce platform, opening up to a wider B2C audience of online users and design lovers.

Supporting the launch wasn’t a traditional communication campaign, but a storytelling approach fully aligned with the agency’s tone of voice: ironic, self-aware, and knowingly self-ironic.

Inspired by the mockumentary style of The Office, Mentarossa creates two reels where the team portrays the different ‘spirits’ of Christmas within the daily office routine. The storytelling builds a direct bridge between company culture and product, seamlessly blending strategic insight with entertainment. The audience isn’t just watching a promo; they are stepping into a story.

Disincarto thus proves that even a seemingly simple gesture can evolve into an integrated communication project. It blends target analysis, illustrative design, physical production, and digital content into a cohesive ecosystem. It transforms a traditional self-promotion activity into a distinctive experience, capable of driving engagement and visibility. Above all, it establishes a clear principle: value lies not just in what you give, but in how you tell its story.

And, like all stories that deserve to live beyond the moment they happen, Disincarto didn’t stop at being just a simple Christmas gesture reserved for our clients. It became a product in its own right, a design object, a piece of self-promotion, Mentarossa style.

The wrapping papers, born from the idea of making the wrapping the star of the gift, crossed the line from a simple corporate giveaway to enter the Mentarossa online shop. There, they joined other ironic items designed to communicate with a lighthearted yet mindful touch.

So, what started as a way to surprise and tell a story transformed into something to buy, choose, and gift again and again—a small example of how a brand idea can become a product to experience, smile at, and recognize everywhere.

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