Perugina Latte

Perugina

SCENARIO

In a crowded and competitive market, Perugina achieved a high rated awareness, however counterweighted by a not elevate perceived quality: many consumers exclusively identify the brand identity with the world of Baci, the company’s long-selling product.

COMMUNICATION OBJECTIVES

Relaunching the brand perception through a new large retail line riding the new dark chocolate market trend: a premium selection of the finest chocolate, repositioning Perugina as a top quality player.

CREATIVE SOLUTION

After the huge success of “Nero”, Perugina decided to introduce a complementary brand, tailored for a feminine target: “Latte” (“Milk”).
The brand was shaped in a chromatic contrast towards “Nero” to enlighten the difference, choosing an elegant key visual to express its top-class quality.

Perugina Latte

Settore

Food

Attività

Brand Strategy
Brand Identity
Naming
Packaging Design
Shape design
Below The Line

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