Reimagining communication to grow business
Our journey to grow the Comellini brand took us back to the drawing board, dealing with all the questions and needs of a brand entering the world of communication for the first time. Starting with facts and figures and by analysing competitors and their communication strategies, we immediately set ourselves two basic goals: to enhance the packaging, making it more modern and eye-catching in order to convey Comellini’s values to the mass retail market, and to increase customer perception of the product, conveying all its quality and artisan character.
Life began with a light restyling of the logo, simplifying the design and colours to make it more modern and immediate. The new tagline which references the Via Emilia which runs through Emilia and Romagna, going through Castel San Pietro where the company is based, presents in a clear and direct manner the dual identity of the company from Emilia which produces a typically Romagnol hero product, scquacquerone.
The packaging reflects and relates Comellini’s values with a couple of simple details. The illustration transports us to the countryside of Emilia Romagna, where the scenery on each product differs but always features grazing cows as the constant. In this way each product conveys the intrinsic value of the region.
The carefully studied colour palette including honey, the typical rust colour found on locally printed fabrics, dusty blue and the shades of the sunset, takes its inspiration from the colours used in fresh food departments and the farming tradition which have been given their own interesting and personal interpretation. Comellini products now look new and attract consumers’ attention with their premium aesthetic.
The same colours were used for the company’s website but with a totally new look and feel. Our photoshoot at the company’s premises enabled us to bring Comellini alive and portray it as it really is - a sustainable, down-to-earth and top-quality business - sharing that feeling of genuineness with users.
The Facebook page is packed with tasty, mouth-watering images, the fresh cheeses are used in original gourmet recipes, we work with expert chefs and are beginning to create a real community of connoisseurs looking for new content and inspiration.
From simple posts to animated stories, all the material is extremely attractive and shareable and strategically heightens brand awareness.