Vallelata is one of the best known mozzarella and fresh cheese brands in Italy, now part of the Lactalis group. The superior quality of their products has always been affirmed by the promise of great authenticity and natural ingredients, values that are well represented by the name. The visual identity of the product on the other hand, had over time lost its ability to transmit these values to the consumer with impact and credibility.
The project aimed to reaffirm the credibility and prestige di Vallelate by increasing the impact of the logotype and establishing a more authentic representation of the natural landscape.
Nature is one of the brand’s historical assets and now takes on a central role not just as a reference image but as a real situation where the brand lives and where the products come from. Vallelata therefore moves in continuation with the past and does not break from it, updating its language to be more warm and emotive so as to become more relevant as the shelves lean ever more towards commodity and are dominated by private labels.
