The initial impression conveyed by these new products is one of refined sophistication, with an excellent visual impact and overall distinctiveness. The new product is presented effectively with a graphic design that is simple yet not sparse and communicates both the semi-artisanal production techniques (use of B/W animal photos) and the area of origin, which is the real added value of these products. The coherence of the various elements (from the name of the product to the graphic design) gives the sensation of a mix that tells the honest, genuine story of the flavours of the earth it was grown in and the people who made it.
The pack is not overindulgent of the product itself, but always comes with a recipe that emphasises the role of the simple, but certainly not boring, ingredients. This achieves the dual effect of suggesting possible uses for cheeses that the wider public are not always familiar with and also giving the consumer an active role in discovering them, whether they are already a connoisseur or are exploring new flavours. The selection of unique names with a description in a different colour establishes a path of (intriguing) discovery and helps this product category carve out a new and important position in the fresh produce section, ensuring it stands out and shows off the wide range.
The combination of minimal fonts and refined colours effectively conveys the idea of a new twist on a traditional product and its reintroduction in a fresh, but elegant way (also helped by the vertical layout). The use of a blue background for the fresh products and hazel for aged cheeses visually emphasises the texture of the cheese without exaggerating and also highlights the authenticity of the produce.
The sole doubt concerns the space dedicated to the brand name (similar in ‘weight’ to the area for the product name) which, while providing a general sense of equilibrium, is perhaps not sufficiently ‘daring’ enough to convey the value of this outstanding company. Nevertheless, it remains an excellent example of a tradition that has been able to evolve and reach an increasingly knowledgeable and selective public that can easily distinguish between promotional hyperbole and the discretion of a company with experience and passion behind it.
He is the marketing director of EcorNaturaSì SpA, a leading Italian company in the distribution of organic produce. He began his career with Unilever in Italy in 1995, marketing brands such as Mentadent and Dove, and then moved to London in 1999 where he was responsible for brands in various sectors, from deodorants to detergents, at both a European and global level. He has experience in project management, advertising and product development, brand positioning and the development of new packaging.
He is currently planning the Ecor NaturaSì brand strategy and communication campaigns.