Ortalli

Ortalli, a benchmark brand in the Italian dressings category, has decided to redesign its image to communicate its positioning, values and modernity more efficiently. The aim is to homogenise the range and make a clear commitment to premiumness.

With the entry of new players in the category, it was necessary to reconnect with consumers (both in Italy and in other countries such as Spain) in order to once again be perceived as an international benchmark. The objective was to position itself as an expert but accessible brand, traditional but modern and in line with consumers' demands for guarantees and traceability.

Understanding the reconnection with the target (to address business needs) as the main objective of the project, we defined a new differential and sustainable purpose over time. An exercise capable of strategically expressing the essence of Ortalli, formulated laterally to capture the attention of our audience in a legitimate and pertinent way: We believe in what we create.

This is, in short, believing in the product, its raw material, the region and its quality rating. An exploration of the passion of time, craftsmanship, organoleptic balance and its guarantee of origin and food safety.

For the visual expression of this new positioning, we devised a layout and hierarchy that would allow us to integrate and understand all the brand's own value messages. In the same way, we carried out a meticulous study of the finishes with the aim of adding more value to the range.

A redefinition of the Ortalli brand, in terms of positioning and brand expression, more direct and elevated. A powerful, effective and identifiable concept, capable of reconnecting with the captive consumer and connecting with the new market niches identified as an opportunity.

A commitment at product level capable of enhancing Ortalli's attributes and facilitating its navigation (and perception of added value). A new layout and hierarchy of messages capable of improving their integration and comprehension. A typographic style that is committed to the process of enhancing the value of the range, together with editorial details that help in the process of elevating and categorising the design.

An adaptation of the digital brand story capable of fitting legitimately into the brand's avant-garde proposal: telling the story of its products using Blockchain technology to verify the origin of its products and obtain traceability data for total reliability and peace of mind.