Fratelli Carli

Confirming the premium positioning across a brand extension.

Areas: Creative Strategy, Portfolio Strategy, Packaging Design, Line Name.

Intro

Fratelli Carli is a historical reality of Made in Italy. For generations it has handed down an artisanal skill rich in tradition, which is expressed in the production of excellence in various areas of the gastronomic sector, from extra virgin olive oil to the specialties of Mediterranean cuisine.

The Challenge

During the last years the gastronomic sector has been confronted with a significant change in the approach of consumers, increasingly aware, attentive and interested in the nutritional and organoleptic characteristics of the products. This evolution of behaviors has profoundly transformed communication, which is committed to provide all the necessary details relating to the quality and methods of production processes. Our challenge for Fratelli Carli fits into this framework of premises: to define a design for the continuous line of pastries and biscuits.

Accomplishment

The need to maintain and protect the promise of elegance historically inherent to the brand immediately emerged. To enhance the excellence of the product and give recognition and consistency to the range, we have chosen to use color with a full treatment. The soft and sincere look and feel is consistent with the values of Fratelli Carli and evoke, at the same time, the universe of pastry, thanks to a careful selection of shades that help to create a balance between uniqueness of the product and integration in its context of belonging.

To give recognition and personality to each reference, we have developed three distinct lines, which guarantee the possibility of the product range extension in the future. The distinctive element of each line is a tone-on-tone calligraphic stroke that occupies a large portion of the visual and becomes the company’s hallmark. The product is the undisputed protagonist on the front of the pack; a space of relevance has been reserved for the main ingredient to increase the appetizing appeal.