San Carlo

The balance between family feeling and distinctiveness in a new product line positioning.

Areas: Rebranding, Creative Strategy, Portfolio Strategy, Logo, Packaging design, Pop material.

Intro

San Carlo is a company with a strong Italian brand identity, which makes its roots a source of pride and distinctiveness. Born in Milan as a rotisserie, it has been able to expand worldwide becoming the pioneer of savory snacking, first in Italy and then abroad bringing this competitive advantage. Its mission leads it to transmit the typical characteristics of Made in Italy to its products: style, passion for taste and know-how, also represented by its entry into gourmet recipes and food pairings.

The Challenge

San Carlo wanted to undertake a gradual graphic reinterpretation of Dixi, Rodeo, Virtual, Cross and Love pop. The goal was to express the identity of every single product, while maintaining the Family Feeling of the entire range. The focus on the front of the pack had to be the product and its USP, playing with taste and texture. In addition to the packaging design, it was also necessary to think about the naming, the logo restyling and the new payoff.

Accomplishment

The project began keeping in mind the need of consistency of the product family with the aim of giving new drives to the line. The product names became the new heroes, gaining more character, thickness and strength. To create a visual storytelling, the distinctive and proprietary colors of the individual references have been maintained, enhancing the key pillars of each one to confirm the distinctive positioning. This system allows you to create a synergistic link between the products, bringing out the peculiarities of each of them and creating engagement with the different personalities of the consumers.

For Dixie’s bold personality we thought of a street style, keeping the proprietary colors. To keep the focus on the plus of the product, greater relevance and boldness was given to the “It melts in the mouth!” claim.

Love at first…POP! Popcorn brings back happy moments. To express this sentiment, we represented the explosion of the grain corn when it transforms into a soft cloud. The blue color is a vehicle of lightness without falling into the healthy segment. To convey the popping character with the design and combine it with the love for this product, we have thought of the Love POP name.

“Crunchy as Corn” with Rodeo! The conceived concept gave life to a country look, transmitted both by the pattern used for the lettering and by the explosion of the main ingredient…corn! The designed payoff gave a humorous mood to tell a raw and crunchy product with a fun personality.

Cross became a superhero, filling the entire pack and exploding on the shelf. The light blue communicates the lightness and freedom. The graphic signs on the background give dynamism and recall the products outline.

The conical icon. For Virtual, the goal was to play on the product’s twist shape to express the appetizing appeal, transmitting all the dimensions of taste, creating a coherent system.