A brilliant rebranding for the Italian food chain L’Artigiano:
“The Italian food chain L’Artigiano assigned us the rebranding of their packaging and menu as part of redefining its brand image.
The brief was asking us to bring out the Italian aspect as the heart of the Brand and the values of the chain, which are fresh ingredients, fine Italian recipes, the taste of home-cooked meals and quality.
The greatest challenge for a delivery chain is that consumers have few touchpoints with the brand and the entire brand story must be conveyed mainly though the packaging of the food delivered at home and through the menu.”
“Inspired by the warm ambience of a traditional Italian trattoria with the wooden shelves and storage boxes full of supplies and spices, we created a line of packaging full of taste and aromas.
Each packet was handled as such a hand-made wooden box enclosing the fresh ingredients of each recipe. Pasta, parmesan, tomato sauce for the pasta, dough, bacon and spices for the pizza, etc.
Each packet brings out the fresh ingredients it contains and a warm Italian authenticity.
This concept was selected among others after a consumer survey approved it enthusiastically (ages 15-65).
The menu was also designed from scratch in order to make it easy to read and functional. The newspaper background layout is used as a marketing tool as it is a means for direct communication with customers providing the opportunity to include articles on various subjects, promotional material or collaborations with other brands.”
Designed by Athens based 2yolk Branding & Design.
