The Campiello rebranding is far more than a simple packaging restyling for a line of biscuits. It's a repositioning and relaunch project for a beloved, historic Italian brand, preparing to face the next 50 years with the awareness, vision and ambition of a great modern brand. The completely renewed visual identity is just the tip of the iceberg.
CAMPIELLO – Panealba
A testament to, and standard-bearer of, the strategic journey undertaken together with Panealba's marketing team, the new packaging design brings to life the brand's true DNA - the subject of a workshop led by the agency in collaboration with a research institute. By involving key stakeholders, from the owning family to the sales network, from production management to R&D, and under the direction of the marketing team, we identified what makes Campiello unique and inimitable, just like its hero product: il Novellino.
A biscuit designed with ingenuity and warmth - the two founding values of the new brand equity - which embodies, through its rigorously imperfect stripes, the intelligence and humanity of a great Piedmontese company committed to responding to and anticipating the needs of new contemporary markets. Simple, distinctive and proprietary, the new image of the Novellino line stands out for the clarity of its design intent - as clear and linear as its unmistakable pattern.
"Made to Delight" is the new payoff that captures the company philosophy, inseparably tied to the brand promise: our pleasure in making the biscuits is your pleasure in eating them - because we make them for you, just as we make them for ourselves.
But the "biscuit project" doesn't stop there: from the innovation of Campiello's ovens comes a new Greek yogurt shortbread biscuit, which we followed from concept to shelf - designing the biscuit's shape, collaborating on the development of the industrial molds, and, of course, signing off on the packaging.
