FOR THE LOVE OF ITALIAN FOOD

Brand Positioning & Strategy Brand Identity Packaging Design Communications

Since 1965, Napolina has provided us with the finest of Italian ingredients helping to create the nation’s most loved Italian food – grazie Napolina!


But with the competition hot on the Italian heels of this well-loved range, it was time for Napolina to elevate its identity to reflect a shift in brand position. A move from being an ingredients brand to a brand that shares its love for Italian food by inspiring everyone to create authentic Italian meals.

The refreshed look embodied everything that is typically Italian. Effortless style, simplicity and finesse synonymous with Italian cooking. The proposition “For the love of Italian food” enabled us to dig deep into the brand’s rich Italian heritage, highlighting the high-quality food produce and passion to inspire delicious new meal creations.  

We captured this with an evolved Napolina brand identity that still led with its heroic black base colour but with small developments to the brand mark to further aid legibility. The brand design refresh continued with a dash of effortless style and iconicity for each product, taking inspiration from Italian culture to bring stronger beauty and simplicity into your Italian cooking.