{"id":5111,"date":"2026-02-20T10:15:18","date_gmt":"2026-02-20T09:15:18","guid":{"rendered":"https:\/\/www.mentarossa.it\/?page_id=5111"},"modified":"2026-02-20T11:29:05","modified_gmt":"2026-02-20T10:29:05","slug":"disincarto","status":"publish","type":"page","link":"https:\/\/www.mentarossa.it\/en\/disincarto\/","title":{"rendered":"Disincarto"},"content":{"rendered":"
[vc_row offset_overlay_header=”yes”][vc_column][\/vc_column][\/vc_row][vc_row content_placement=”middle” el_class=”testata_negativo maxw1285 ptm50 pbm50″ css=”.vc_custom_1771581590248{background-image: url(https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/02\/Mentarossa-Disincarto-immagini-carte-regalo.jpg?id=5093) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column width=”7\/12″][vc_column_text css_animation=”fadeInLeft” css=”” color=”#ffffff” el_class=”br_desk”]\n

Disincarto<\/h1>\n[\/vc_column_text][vc_column_text css_animation=”fadeInRight” css=”” color=”#000000″ el_class=”mtd30 mtm30″]\n

Transform the ritual of the corporate Christmas gift into a true brand experience.<\/h4>\n[\/vc_column_text][\/vc_column][vc_column width=”5\/12″][\/vc_column][\/vc_row][vc_row el_class=”mtd70 mtm50″][vc_column][vc_column_text css=”” color=”#fffefe”]\n

Ogni anno, a dicembre, si ripete lo stesso copione: le aziende scelgono un regalo, lo impacchettano, lo spediscono. Un gesto di attenzione che rischia per\u00f2 di trasformarsi in un\u2019abitudine prevedibile, destinata a perdersi nel rumore delle Feste. Da qui \u00e8 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.<\/p>\n

That\u2019s where a simple yet radical question emerged:
\nis it really the content that makes the difference, or can we shift the value to the way it\u2019s told?<\/span><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=”mtd70 mtm50″][vc_column][vc_video link=”https:\/\/vimeo.com\/1166598481?share=copy&fl=sv&fe=ci” css=”” el_class=”mtd30 mtm30 video_border_radius”][\/vc_column][\/vc_row][vc_row content_placement=”middle” equal_height=”yes” el_class=”mtd70 mtm50 progetto_box_testi”][vc_column width=”2\/3″ el_class=”progetto_box_testi_col1″][vc_column_text css=”” letter_spacing=”0px” color=”#ffffff”]With Disincarto<\/span><\/em>, 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.<\/p>\n

The idea was as intuitive as it was powerful: put the spotlight on the \u201ccontainer.\u201d Because at Christmas the gift matters, but the anticipation, the wrapping, the act of unwrapping tell a much bigger story.[\/vc_column_text][\/vc_column][vc_column width=”1\/3″ el_class=”progetto_box_testi_col2 mtm40″]

\"\"<\/a><\/div><\/figure>[\/vc_column][\/vc_row][vc_row content_placement=”middle” equal_height=”yes” columns_right=”yes” el_class=”mtd70 mtm50 progetto_box_testi”][vc_column width=”2\/3″ el_class=”progetto_box_testi_col2″][vc_column_text css=”” letter_spacing=”0px” color=”#ffffff”]The concept takes shape as a collection of hand-illustrated wrapping papers, designed to enhance any gift \u2014 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<\/span>. Some people love it unconditionally, some embrace it with organized enthusiasm, and others endure it with ironic resignation.<\/p>\n

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\u2019s spirit. It\u2019s no longer just about \u201cwrapping\u201d \u2014 it\u2019s about interpreting.[\/vc_column_text][\/vc_column][vc_column width=”1\/3″ el_class=”progetto_box_testi_col1 mtm40″]

\"\"<\/a><\/div><\/figure>[\/vc_column][\/vc_row][vc_row content_placement=”middle” equal_height=”yes” el_class=”mtd70 mtm50 mbd70 mbm50 progetto_box_testi”][vc_column width=”2\/3″ el_class=”progetto_box_testi_col1″][vc_column_text css=”” letter_spacing=”0px” color=”#ffffff”]The project was born as a B2B self-promotion initiative \u2014 a holiday gift dedicated to the agency\u2019s clients. But from the very beginning, the ambition was broader: to turn a relational gesture into a concrete business opportunity.<\/p>\n

That\u2019s why Disincarto didn\u2019t stop at direct distribution. It launched on Mentarossa\u2019s e-commerce platform, opening up to a wider B2C audience of online users and design lovers.<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/3″ el_class=”progetto_box_testi_col2 mtm40″]

\"\"<\/a><\/div><\/figure>[\/vc_column][\/vc_row][vc_row el_class=”progetto_riga_focus_negativo mtd40 mtm40″ css=”.vc_custom_1743080790832{background-image: url(https:\/\/www.mentarossa.it\/wp-content\/uploads\/2025\/03\/Focus.png?id=523) !important;}”][vc_column][vc_column_text css=”” color=”#ffffff” font_size=”d:60px|pl:29px|pp:29px” line_height=”96%” font_weight=”600″]Supporting the launch wasn\u2019t a traditional communication campaign, but a storytelling approach fully aligned with the agency\u2019s tone of voice: ironic, self-aware, and knowingly self-ironic.[\/vc_column_text][\/vc_column][\/vc_row][vc_row content_placement=”middle” equal_height=”yes” el_class=”mtd70 mtm50 mbd70 mbm50 progetto_box_testi”][vc_column el_class=”progetto_box_testi_col1″][vc_column_text css=”” letter_spacing=”0px” color=”#ffffff”]Inspired by the mockumentary style of The Office<\/em>, 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.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/2″][vc_empty_space][vc_video link=”https:\/\/vimeo.com\/1166611060?share=copy&fl=sv&fe=ci” el_aspect=”916″ align=”center” css=”.vc_custom_1771577920964{border-radius: 5px !important;}” el_class=”mtd30 mtm30 video_border_radius”][\/vc_column][vc_column width=”1\/2″][vc_empty_space][vc_video link=”https:\/\/vimeo.com\/1166612014?share=copy&fl=sv&fe=ci” el_aspect=”916″ align=”center” css=”.vc_custom_1771577900283{border-radius: 5px !important;}” el_class=”mtd30 mtm30 video_border_radius”][\/vc_column][\/vc_row][vc_row content_placement=”middle” equal_height=”yes” columns_right=”yes” el_class=”mtd70 mtm50 mbd70 mbm50 progetto_box_testi”][vc_column el_class=”progetto_box_testi_col1″][vc_column_text css=”” el_class=”mtd40 mtm30″ color=”#ffffff”]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.[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=”mtd70 mtm50″][vc_column][vc_column_text css=”” color=”#fffefe”]And, like all stories that deserve to live beyond the moment they happen, Disincarto didn\u2019t 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.<\/p>\n

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.<\/p>\n

So, what started as a way to surprise and tell a story transformed into something to buy, choose, and gift again and again\u2014a small example of how a brand idea can become a product to experience, smile at, and recognize everywhere.[\/vc_column_text]