Branding - Design
Chocolate bursting history and passion
A new identity to treasure a traditionally vibrant brand
Food - Nestlé
Perugina is a centennial brand that owns a rich story, deeply rooted in Italians’ memory. Since its creation, the brand is linked to the vibrant personality of founder Luisa Spagnoli – which had the idea of adding a whole hazelnut to the well-known Baci® bonbon, the brand’s icon – and also Umbria, whose capital is the city of Perugia, a central Italy region famous for its mountainous landscape beauty.
The brand realized, however, that its history and singularity were not being communicated neither in its identity nor in the products’ packaging. It then delivered this mission to CBA, whose challenge was to create a visual coherence in all of the brand’s products.
The challenge consisted in elevating Perugina’s architecture and rethinking its global visual identity, its logotype and packaging. After running studies on the brand and category histories, a new essence came up, “Shaping the desire flavor of Italian chocolate”. We got to the conclusion that the starting point of desire is a heartbeat, an irradiating impulse that assumes different shapes, comprising body and soul. Stemming from that concept, we illustrated the idea and brought a bold logotype and vibrant packages to life.
The new visual identity encompasses the core values that define the brand:
- the Italian tradition is highlighted by the insertion of the home city’s name, Perugia, on the logo;
- the valuable heritage is expressed through the brand’s birth date and the griffin – the mythical flying creature with an eagle’s head and wings and a lion body;
- the chocolate experience is given through the circle and the black background, reminding the intense core that starts everything (the life impulse coming from the heart). The heart, in turn, is surrounded by a shining chocolate ring that expands in several ways, letting the space so that the personality of different product lines can be expressed.
Each variety has its own personality, revealed by the shape that comes from the logo: a generous cocoa powder topping for the products of professional use, a rich chocolate stroke for the chocolate bars line, golden elements to highlight the gifting ones.
Truly, an uncomplicated personality, for precisely highlighting the flavor and singularity of Perugina products.