What if it wasn’t the Ancient Romans who invented Pinsa Romana?
The Di Marco brand, inventor of the Original Pinsa Romana, is a company founded in the 1970s and leader in the production of flours and ready-to-use artisan bases for the HO.RE.CA market.
Since 2020 it has entered the G.D.O. market with its pre-cooked bases called ‘Nuvola’, representing an epoch-making innovation for the bakery sector.
The company approached us to structure the relaunch of the brand in the G.D.O. market with a rebranding activity.
After an accurate study of the brand’s positioning on the market and an analysis of the target audience, our proposal focuses on awareness, claiming already from the logo an element of uniqueness: the paternity of Pinsa Romana by its inventor ‘Corrado Di Marco’. Hence the decision to go for the brand name ‘Di Marco’, bringing greater recognition to the brand and its products.
We designed the packaging with all possible range variants, defining the colour codes for each line and type, graphic symbols and copy. Fundamental is the presence of Corrado Di Marco, with his friendly smile and iconic red apron, testimonial of product quality and craftsmanship who, since the 1970s, has been working behind the scenes putting his heart, passion and experience into it.
Our packs passed an external consumer test with a qualitative and quantitative evaluation confirming the effectiveness of the new image, so, starting with the packs created for the Italian market, we also developed multilingual packs for the foreign market.
The new pack was presented for the first time at the Food & Beverage Fair in Cologne and in the same days won the Italian Food Awards 2023 in the category ‘Bakery & Dry Mixes’ as ‘Product of the Year’.
To arrive at this result, in addition to the creative part, we fully managed the entire shooting, post production and graphics.
Do you think it changes the packaging but not the rest?
Of course! It was a 360-degree project with a global strategy that included the involvement of every communication touchpoint.
To go into detail: we designed and developed the new consumer website, colourful, with a young and joyful soul, with the aim of guiding the consumer to discover the delicious world of Pinsa Romana. The perfect place to discover all the products, recipes and many tricks for cooking Pinsa in different ways.
Not to mention the social media. As well as restyling, we offer recipes, collaborate with influencers, announce new events and lots of nice activities to do together, all following a precise growth strategy. Follow Di Marco, you won’t miss a single crumb of what’s on the programme, from recipes to in-store appointments; and be amazed by his unique style, seasoned with a few words in Roman dialect to recall the originality of the Pinsa world!
Obviously, our engagement continues with Di Marco HO.RE.CA., accompanied by a more institutional tone of voice, and for which we principally produce material for professionals, stand fittings during trade fairs, catalogue production and social communication.
In order to communicate this beautiful reality to the outside world, we also collaborate with a PR agency that takes care of media relations for the different company targets.
We are sure that great news and challenges await us in a new year of collaboration!
The adventure continues, stay tuned, word from Adf&R.
What if it wasn’t the Ancient Romans who invented Pinsa Romana?
The Di Marco brand, inventor of the Original Pinsa Romana, is a company founded in the 1970s and leader in the production of flours and ready-to-use artisan bases for the HO.RE.CA market.
Since 2020 it has entered the G.D.O. market with its pre-cooked bases called ‘Nuvola’, representing an epoch-making innovation for the bakery sector.
The company approached us to structure the relaunch of the brand in the G.D.O. market with a rebranding activity.
After an accurate study of the brand’s positioning on the market and an analysis of the target audience, our proposal focuses on awareness, claiming already from the logo an element of uniqueness: the paternity of Pinsa Romana by its inventor ‘Corrado Di Marco’. Hence the decision to go for the brand name ‘Di Marco’, bringing greater recognition to the brand and its products.
We designed the packaging with all possible range variants, defining the colour codes for each line and type, graphic symbols and copy. Fundamental is the presence of Corrado Di Marco, with his friendly smile and iconic red apron, testimonial of product quality and craftsmanship who, since the 1970s, has been working behind the scenes putting his heart, passion and experience into it.
Our packs passed an external consumer test with a qualitative and quantitative evaluation confirming the effectiveness of the new image, so, starting with the packs created for the Italian market, we also developed multilingual packs for the foreign market.
The new pack was presented for the first time at the Food & Beverage Fair in Cologne and in the same days won the Italian Food Awards 2023 in the category ‘Bakery & Dry Mixes’ as ‘Product of the Year’.
To arrive at this result, in addition to the creative part, we fully managed the entire shooting, post production and graphics.
Do you think it changes the packaging but not the rest?
Of course! It was a 360-degree project with a global strategy that included the involvement of every communication touchpoint.
To go into detail: we designed and developed the new consumer website, colourful, with a young and joyful soul, with the aim of guiding the consumer to discover the delicious world of Pinsa Romana. The perfect place to discover all the products, recipes and many tricks for cooking Pinsa in different ways.
Not to mention the social media . As well as restyling, we offer recipes, collaborate with influencers, announce new events and lots of nice activities to do together, all following a precise growth strategy. Follow Di Marco, you won’t miss a single crumb of what’s on the programme, from recipes to in-store appointments; and be amazed by his unique style, seasoned with a few words in Roman dialect to recall the originality of the Pinsa world!
Obviously, our engagement continues with Di Marco HO.RE.CA., accompanied by a more institutional tone of voice, and for which we principally produce material for professionals, stand fittings during trade fairs, catalogue production and social communication.
In order to communicate this beautiful reality to the outside world, we also collaborate with a PR agency that takes care of media relations for the different company targets.
We are sure that great news and challenges await us in a new year of collaboration!
The adventure continues, stay tuned, word from Adf&R.
