The brief

Italia Formaggi is a large Italian cheese producer with a UK operation that supplies own label Italian cheese to the UK multiples. The company wanted to create their own brand that would allow them to launch innovative products in the UK at a premium price.

We identified a gap in the market for a modern Italian food positioning and created a playful brand identity that is far removed from the usual Italian clichés adopted in the category. The new name is distinctive and the colours on the packaging are revolutionary for the sector, although retaining the useful yellow cheese category cue.

Results 

  • distinctive playful brand created
  • instant listings in Morrisons and Ocado
  • successful incorporation of a brand ambassador into pack identity

Awards

  • Foodbev, world dairy innovation awards 2014: Best dairy packaging design – Winner


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