EDITA (an acronym for Emmi Dessert Italia) is a reality born from the acquisition by the Emmi Group, a Swiss company leader in dairy product manufacturing, of three companies in northern Italy dedicated to the production of industrial desserts.
We were called upon not only to develop a distinctive and impactful visual identity that could build and convey unified storytelling for the company to external business partners, but also, and above all, to create a greater sense of belonging among employees, effectively developing an Employer Branding project.
The project started with a series of interviews with the management and a reworking of the inputs gathered through a collaborative workshop with the client, in order to define the company’s vision and guiding principles. Four key aspects emerged that characterize the internal culture and describe the distinctive traits of the company:
- Pleasure: Linked not only to the deliciousness of the desserts produced but also to the enjoyment in making them.
- Excellence: Descriptive of the reliability and very high quality standards.
- Care: Demonstrating attention to employees, listening to consumers, and respecting the environment.
- Creativity: Describing a vibrant drive for product research and innovation and strong operational flexibility.
The second step was to define the basic assets of the visual identity.
The circle, representing precision, know-how, and the solidity of the Swiss holding, and the spark, that tells the story of creativity, dynamism, and the freedom of thought that only an Italian company can have. These two elements combined form a unique visual asset that represents the Edita method.
To convey this attitude, we designed a typeface that could communicate these characteristics. The font is derived from an open-source font to which we added extravagant capital letters, with strokes that extend beyond the basic structure, thus reflecting the coexistence of the two souls, as well as the craftsmanship of master pastry chefs.
The iconographic language takes inspiration from typography, which, through elements of gestures, gives life to an original but at the same time institutional identity.
Building the new Corporate Identity has been an intense and enriching journey. Intense because it involved a precious work of defining the ‘personality of Edita,’ retracing the history, talking to people, reflecting on our values, our way of operating, and how we want to move forward in the future. Doing it together with CBA has been enriching. We have learned that representing the corporate personality (identity) through images and specific communication methods is an equally important and strategic creative process. We are truly happy with the result.