Fileni, Rebranding
Strategic repositioning of the brand for further distinction and relevance.

Fileni: authentic, genuine and delicious!

The history of Fileni is closely linked to the story of its founder, Giovanni Fileni, and the Marche lands it comes from. From 1965 to today, the company has changed constantly, evolving from a small local producer into a big player in the poultry farming world. In 2001, it was among one of the first companies to receive organic certification.

An initial market analysis revealed a mostly undifferentiated market dominated by “commodity” goods. The challenge was to help Fileni carve out a market position that would ensure the company stood out and grew in prestige.

Working with CBA on such an ambitious project was extremely stimulating: we tackled the creative process together to blend strategic and methodological aspects, without however losing the freedom to experiment. The whole experience was in perfect keeping with the new identity of the Fileni brand. (Roberta Fileni)

We therefore focused on the brand’s DNA and values – transparency, respect and courage – which along with the production territory, became the foundations for the new positioning – authentic taste – which is aimed at consumers who love the simple, genuine flavours of times gone by. The tagline – it’s natural, it’s delicious – is a concise explanation of the brand’s calling.

The language is fresh and light at a visual level and is consolidated with the choice of some key elements to maintain coherence: the use of few colours, mostly white and green, used with simplicity, high-impact and promotional typography, expressive sketches and hand-written notes that interact with the photographs on a white background and add spontaneity to the narrative.

Even the packaging system is a means of expressing the brand. The new portfolio segmentation helps to clearly communicate the value of each product line, responding simply to consumer needs. The product images represent them genuinely and transparently, with no excess sophistication, in line with the brand’s values. The illustrations highlight the benefits and reason to believe for every product. The overall result is a fresh and contemporary language in a market segment where the visual canons remain traditional for the most part.

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

Fileni, poultry and rabbit farmer from the Marche region, is the third player in Italy and holds top position in the organic white meat sector. In 2015 it earned 340 million euros and employed 1,800 members of staff within its company.


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