Areas: Creative Strategy, Packaging Design, Rebranding, Sales folder.
Intro
Di Marco is a historic family company of Roman bakers. From the intuition of creating a mix of flours lighter than that of traditional pizza, they invented the famous Pinsa, a product capable of differentiating itself and retaining the consumer.
The Challenge
With the great diffusion on the market, Pinsa risked progressively to loose its link with his founder. In order to rebuild awareness of this ownership, we needed to promote the company as the pioneer of the product and restoring greater recognition to its image. In parallel to this, the logo needed to convey the great quality of the product and the innovative tension of the brand, restoring value to the historical perception.
Accomplishment
The new visual identity started from a renewal of the expressive codes, aimed at expressing the values of passion and experience that characterize the company and its drive towards innovation and growth. To clearly reaffirm the association between the Roman company and the Pinsa, an entire area on the front of the pack has been reserved for an original phrase by Maestro Di Marco, accompanied by his signature to fully convey the know-how, while the wooden cutting board lets the consumer relive the experience of a pinseria directly at home.
On the right side of the pack a recipe which invites consumers, especially those who do not know the product as an alternative to the traditional pizza. On the left, we have chosen a transparent image to reveal the genuineness of the hand-rolled workmanship of the product. To facilitate reading, the texts have been organized on the pack with a clear architecture, further simplified by the use of icons. To emphasize the claims, we have chosen a clear base, which evokes the typical sheets on which cooking recipes are noted down every day.
The common thread between the old and the new packaging is the symbol of the cloud, perfect for evoking the lightness and digestibility of Pinsa. In its new image, the product obtains a contemporary visual image, maintaining its link with Italian spirit and fully expressing its artisanal characteristic, capable of mixing tradition and innovation.
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