De Nigris, Rebranding
We have been at De Nigris’s side in its transformation from manufacturer to a brand targeted at the most sophisticated of customers and gourmets.

From identity to branding experience

Consumer demand regarding food has become increasingly specific and inquisitive, and this also applies to vinegar, a category that is, in itself, very traditional and not particularly distinct. De Nigris, which has been producing vinegar for four generations, required a worthy proposal, capable of interpreting and satisfying the demands of its customers.

The dedication to innovation which is a characteristic of the history of De Nigris and its products was decisive in defining the “creative spark” as the concept upon which to construct its new brand identity.

To the left, the old brands. To the right, the new brand.

A creative cut which releases the historical and modern-day dimension, a logo which can become a shop sign, as well as a guarantee of Italian excellence for traditional and modern products (Armando De Nigris)

This creative spark was key to interpreting the characteristics of each product and to inspiring customers. It is expressed visually by an oblique line that, through varying styles of artistic expression, builds an identity made up of just a few ingredients which are combined with creativity in multiple variations.

The key stage in the project was the division of the products into 4 pillars according to the product’s use (Raffaele De Nigris)

Consumer demands were placed at the centre of the reorganisation of De Nigris’ wide-ranging product portfolio into 4 categories, each of which responds to clear and diverse requirements: every-day seasoning, exalting flavours, surprising the palate, and caring for one’s health and the environment.

The new reorganization of the product portfolio communicates, in a clear and distinct way, the offer and particularities of the single product lines.

To help consumers in their selection, we have created a product description system that presents the characteristics in 4 points. The same system is used in e-commerce, thus creating a unique product experience.

The narration and experience of the product become universally accessible through e-commerce. Designed to go deeper and captivate through narrative, the modular structure of the page allows for the creation of layouts with an editorial style. A tailor-made management system allows for the adding of chapters to a story that evolves over time. The visual language of the products is expanded on each page, creating personalised sections for every product category.

The new e-commerce will be soon online.

Lastly, we designed the buying process by putting ourselves in the client’s shoes, offering the opportunity to purchase De Nigris products together with their daily shopping on the principal merchant sites. An alternative that eliminates one of the biggest barriers to the online purchasing of food products.

De Nigris' Boutique in Corso Magenta 2, Milan.

The new brand thus becomes a tangible experience in boutiques, which are privileged points of encounter with the most demanding and international of clientele. Located in airports and city centres, the uniqueness of balsamic vinegar comes to life in a sophisticated boutique which immerses the senses in the ingredients and traditions that make balsamic vinegar unmistakable.

Guided tastings allow one to learn to distinguish all of the nuances that render this a unique product.

The precious 100% Modena line is one of the uniqueness you can find in the De Nigris' stores

The gift box containing the 100% Modena pack.

The ambitious objective was to go beyond the values of tradition and specialisation in the world of Vinegars and Dressings, and take the De Nigris brand into the future (Luca De Nigris)

The innovative spirit of the De Nigris is also expressed in the panettone with balsamic vinegar.

De Nigris is the most important producer of balsamic vinegar in Italy, and one of the leaders in the sector, with a wide range of wine and apple cider vinegars. It has been present in national and international markets for 125 years, becoming category leader in a number of countries. In its factories in Naples and Carpi, in the province of Modena, the company creates its products of excellence, directly managing, with regards to Balsamic Vinegar, 90% of the raw materials.


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Antonio Amato

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