After getting a bit lost in time, Callipo claims its own history and its leadership thanks to a project of re-branding the mark and the pack system.
Food - Callipo
Since 1913 Callipo tells his love for the sea and has brought forward an almost unchanged tradition, a guarantee of absolute quality. One of the first companies in Italy to pack the prized tuna of the Mediterranean, still today it processes the product in all of its phases entirely in Italy, starting from the whole tuna.
The evolution of the competitive scenario and the entrance of new competitors, both Private Labels and national Brands, has highlighted the need to restructure the packaging system of its main product. The current pack system, though still in line with the GDO canons, didn’t allow the product to emerge on the shelves, weakened the perception of quality and was not able to communicate the points of difference from the competitors.
The new Pack System that has been developed, thanks to an essential and contemporary design, is able to effectively communicate all the values of the Brand, such as its Italian character, history, pride and innovation. Moreover, even though Callipo was one of the pioneers on the market, it was deemed necessary to intervene on its historic colour, red, which is currently widespread in the category, in order to make it once more an asset to the Brand.