Arrigoni is an historic Italian cheese maker. Since 1914 Arrigoni has consolidated its reputation as traditional producer of high quality products for big Brands. Unfortunately, this has gradually weakened the Arrigoni brand, resulting in a loss of credibility in the eyes of Italian consumers.
The entire project aimed to rebuild Arrigoni awareness and relevance as a Brand and no longer just as a producer. Starting from the differentiating values and personality, the Brand image emerged to define a new Brand identity, along with an entirely new look & feel. The project led to the restyling of the entire pack system, the corporate identity, as well as a new website and all the corporate literature.
The new image is emotional and genuine at the same time, combining in a simple and genuine way two of the key elements of the food sector: modernity and tradition.The decision to use black and white pictures of real people and places to tell the story of the products and strengthen the brand’s value of authenticity combines perfectly with the use of a new colour palette to help the consumer easily identify the four product families: I tradizionali (traditional), I freschi (fresh), I biologici (organic) and gli unici (unique).
