The project
Tout Bien, a fast-rising Belgian pils, turned a team trip to Naples into a full "Tutto Bene" capsule collection: t-shirts, caps, and scarves (now sold out) worn by the whole team and documented across a wave of content. The collection is now for sale on their merch site.
How it scored
Product: 7.8
The core pieces are the basics: t-shirts and caps. Solid, but more standard than the rest of the campaign around them.
Branding: 8.4
Translating the brand into a capsule collection is a bold move for a younger company, and the designs land well. Confident without overreaching.
Activation: 8.5
It's for sale, which would normally cap the score, but the media push around it (an after-movie tied to the Naples story) and signing Romelu Lukaku, who plays for Napoli, as an investor ties the whole narrative together.
The verdict
A capsule collection with a real story behind it, and a marquee signing that gives the whole campaign a second life.