When San Carlo decided to export its products overseas, it was apparent that a very clear and differentiated strategic positioning would be needed in order to enter a market dominated by international giants: it would need to go beyond the simple “made in Italy” concept.
The uniqueness of the San Carlo offering lies in its Italian style and elegance, an element that is even more relevant when you link it to the brand's place of origin, Milan: the indisputable capital of Italian and world fashion.
The visual identity of San Carlo has therefore been revisited by starting from the elegance of white and adding small stylistic details that have helped to make the product's appearance more sophisticated.
A single crisp, photographed in an upright position, intriguingly reclined and slightly overlapping the brand, is presented with an Italian name.
The composition of the ingredients is seemingly random, yet very refined, as well as the pairing of characters in the name, that juxtaposes classicism and personality.
The tag line – Milano, a bite of style – captures the essence of the project: style, origin and passion for food.
San Carlo Gruppo Alimentare S.p.A. is the leading Italian manufacturer of crisps, combined with a wide range of sweet and savoury snacks, as well as bread and bakery products. It was founded in 1936 in Milan, where it still has its headquarters.