Building a brand around an established logo type

 

For the owners of Francesca di Monte, an Italian Food exporter with over 20 years of experience, refreshing their brand while maintaining authenticity was key to staying relevant in the market. They sought to build a cohesive identity around their existing logo, without making drastic changes to it. Their logo had been a staple of their brand for over two decades, embodying the tradition and authenticity of Italian cuisine. Rather than completely reinventing the wheel, the owners of Francesca di Monte understood the value of building upon their existing logotype to create a fresh, yet familiar, brand identity.

Embracing Italian Aesthetics

 

Drawing inspiration from the world of Italian advertising design, the rebranding process for Francesca di Monte focused on infusing a sense of elegance and sophistication into their packaging. The rustic aesthetic that had become somewhat cliché in the food industry was pared down, making way for a more refined and modern look. A bespoke alphabet was created to evoke the charm and warmth of southern Italy, adding a touch of authenticity to the brand identity. By choosing a neutral background for the packaging, the focus was shifted to the products themselves, allowing them to shine through and speak for the quality of the brand.

 

 

 

 

Creating a Cohesive Brand Identity

 

One of the key goals of the rebranding process for Francesca di Monte was to create a cohesive brand identity that would resonate with customers and set them apart from their competitors. By building upon the existing logotype and infusing it with a fresh, elegant aesthetic, the brand was able to maintain its authenticity while appealing to a modern audience.