In a crowded and competitive market, Perugina achieved a high rated awareness, however counterweighted by a not elevate perceived quality: many consumers exclusively identify the brand identity with the world of Baci, the company’s long-selling product.

Relaunching the brand perception through a new large retail line riding the new dark chocolate market trend: a premium selection of the finest chocolate, repositioning Perugina as a top quality player.

After the huge success of “Nero”, Perugina decided to introduce a complementary brand, tailored for a feminine target: “Latte” (“Milk”).
The brand was shaped in a chromatic contrast towards “Nero” to enlighten the difference, choosing an elegant key visual to express its top-class quality.