Fileni is a company that has turned ethics into a tangible competitive advantage: as the leading Italian player in organic poultry, it was the first Italian producer to sign the European Chicken Commitment (ECC) — the most advanced set of criteria on animal welfare, promoted by the main European animal welfare organizations. The company has also achieved B Corp certification, a prestigious recognition that rewards its commitment to a responsible and sustainable business model. This commitment reflects a clear vision and a strong will to lead change, even in high-volume segments. And yet, the brand risked being perceived as “just one of many,” failing to convey its uniqueness and value.
STRATEGIC ANALYSIS
We carried out primary consumer research, supported by a comprehensive mapping of the key drivers influencing quality-seeking buyers. The result? A clear finding: for those who care about quality, animal welfare is a crucial piece of information to find on the packaging (84% of the target considers it essential). It ranks above supply chain transparency (79%) and sustainable packaging (60%). A key insight to set the direction.
We helped Fileni break free from the traditional logic of the conventional market by envisioning a new competitive space: an accessible yet deeply value-driven offering—credible only thanks to bold decisions perfectly aligned with the company’s vision.
To make this proposition authentic, Fileni took revolutionary steps for the industry:
- Use of only slow-growing breeds.
- More space and natural light in farms, converting the entire production to ECC standards—anticipating implementation timelines and adopting stricter parameters than current regulations.
- Continued commitment to exclude the use of antibiotics, even when regulations would allow it.
SCELTA GIUSTA
It is on these foundations that “Scelta Giusta” (“The Right Choice”) was born—a payoff that becomes the heart of the new brand positioning.
A way to declare that even in everyday choices, it’s possible to choose respect, transparency, and values—without giving up accessibility.
Scelta Giusta has defined a new competitive space where Fileni can fully express its value. It has given the brand a distinct, credible, and coherent voice. And it has expanded the offering for large-scale retail with a range that doesn’t compete on price, but on principles.
THE NEW VISUAL IDENTITY
Leading this shift is, first and foremost, the new Fileni logo. The historical mark—with its closed, enclosing shape—gives way to a more essential, open, and contemporary symbol.
The sun and hills, already present in the previous identity, are reinterpreted in a more iconic and narrative way: no longer framed, but integrated directly into the name through negative space. A more visually striking design that gives the sunrise an even more evocative and central role in the brand’s storytelling.
A decisive shift that shapes a clearer and more coherent identity, capable of immediately expressing the values that have always guided Fileni: transparency, respect, and courage.
Not just a new logo, but a complete visual system designed to strengthen the relationship with people and tell the story of a brand that is closer and more conscious.
The hills become a recurring element that embraces the packaging, creating visual continuity and conveying a sense of warmth and harmony.
The entire system becomes more essential and legible, with a simplification that also involved the portfolio architecture to improve shelf navigation. The result is a contemporary identity—more fluid and vibrant—able to accompany the brand into this new phase with consistency and personality.
To undertake a journey like this, you need the right people—both from a managerial and consulting perspective. We were fortunate, because we identified the best people to achieve this goal.
Fileni Group is one of the leading players in the national poultry sector. Founded in 1965 by Giovanni Fileni, the Group is headquartered in Cingoli, in the province of Macerata, and recorded a turnover of €612 million in 2024.
