Golfera, mass retail restyling
Golfera, the brand from Romagna and a household name in the mass retail market, produces a wide selection of cured and sliced meats. After publishing a request for proposal, it chose the expertise of Life for the restyling of the logo and packaging of its hero product, Il Golfetta.
The company expected multiple deliverables: boost product recognition on supermarket shelves, communicate its features and strengthen the identity of the Golfera brand without losing any of its well-known look and feel.
When restyling the logo, we decided to simplify the iconic name, giving it greater impact, removing the article and using a more modern, linear font that was in keeping with the tagline “Tutto il gusto della leggerezza” (“All the flavour of lightness”).
The frame around the trademark was also simplified but we retained the detail of the Italian flag, making it smaller and more balanced.
With a white background and the product clearly on show, every detail of the Golfetta packaging was studied to convey authenticity. Golfetta has an unmistakable, highly recognisable shape and this was emphasized by creating a window of the same shape through which the product is visible. To create a conceptual balance between the Golfetta trademark and the Golfera brand, the latter was included to endorse the quality of the product.
Lastly, a white background was chosen to accentuate Golfetta’s key features and information, enhancing perception and ensuring the product stands out from the rest on the shelf. The result is packaging which consolidates brand awareness and makes this unique product memorable for consumers.