Zerbinati has been operating in the vegetable market for 40 years. Today the firm needs a brand restyling for most of its product line, which includes ready-to-eat salads, soups, creams and side dishes. The family-run business is located in Monferrato, an area renowned for the quality and authenticity of its food.

The agency was required to re-position the brand with a message related to its history (i.e. being a family company) and its land (meaning genuine and natural foods, prepared with simple recipes).

For the communication to be effective, the different propositions had to be summarized into a single one that would include them all.

The solution involved the key-concept of Cucina di Famiglia, Family Cooking, which became the new brand tagline. The eyebrow on the logo more specifically points to history and Monferrato.

In the new packaging system a vertical strip splits the package in two: on the left the ingredients are pictured, on the right a serving suggestion stresses out the appetizing appeal of the product.

On the strip, a handwriting-like lettering is used for the product name (suggesting simplicity and being home made) and a claim system names the simple and genuine ingredients.

In the single-serve-portion line “Solo per Me”, Just for Myself (targeting singles) the picture of the served product takes up all the space, to enhance the appetizing effect and the sense of warmth and homemade cooking the target desires.