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.
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.