Empowering an Italian icon

Business needs

Relevance, Premiumisation, Harmonisation

Industry

Food

tag

Portfolio Architecture, Identity, Packaging

2026

Giving the brand a unique, recognisable voice across the world that enhances its heritage, strengthens its personality and unifies its global portfolio.

LE SFIDE

Building on Saclà’s positioning as a leading Italian food company worldwide, with a complete and diverse offering, built in 90 years of expertise.
Elevate the perceived quality of the entire product range.
Harmonise the visual identities developed across different markets to strengthening leadership across categories: from pesto in the UK to pickled vegetables in Italy.

THE SWITCH

From a brand managed market by market to a global masterbrand with one clear voice.

A renewed identity introducing new codes of premiumness, celebrating the brand’s heritage and restoring Saclà’s authority in a mainstream category.

Our research and creative strategy revealed a key insight: for people, taste is much more than a feature of food. It’s a way of living.

From this came a clear positioning: Saclà is the kitchen ally that adds flavour to everyday life.

A SYMBOL BECOMES A SYSTEM

We strengthened the Crown, a symbol that has defined the brand for more than fifty years, transforming it from a decorative element into the very shape of the logo.

An iconic, simple and universal holding device that embraces every recipe, becoming the hallmark of a global Masterbrand dedicated to taste.

Fresh ingredients interact with brand messages to create a vibrant and contemporary visual language: abundance and pleasure in every bite.

The introduction of copper foil recalls the terracotta jars historically used to preserve vegetables, a reference to tradition reinterpreted through a contemporary lens, bringing premiumness while becoming a distinctive proprietary asset for the brand.

THE NEW PORTFOLIO ARCHITECTURE

We organised the product portfolio into two clear and complementary worlds to celebrates the richness of Saclà’s offering,

Garden: finely selected vegetables preserved using different techniques.
Kitchen: Pestos, sauces and condiments from Italian tradition evolve into ever-new recipes.

Saclà

is a third-generation family-owned company founded in Asti, Piedmont, in 1939. A leader in preserved vegetables and pasta sauces, the brand continues to expand into new product categories. Present in over 70 countries, Saclà recorded a turnover of +150 million in 2025.

The

Project