Adsarchive » Design & Branding » Spoleto » SPOLETO BRANDING


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Director Jefferson Barros
Released February 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: SPOLETO
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PACKAGING BRANDS, Rio de Janeiro, BRAZIL
President: Maria Luz Schneider (Packaging Brands)
Director: Jefferson Barros (Packaging Brands)
Media placement: Stores - Malls And Streets - 2009
Media placement: Displays - Stores - 2009
Media placement: Brand - POS, TV, Brochure, Displays - 2009

Describe the challenges and key objectives
Main challenges where to create a new identity that communicates value to a very worn brand image. Also new brand communication has to combine product’s multiple choice (many ingredients and possibilities, can be mixed up on a salad or pasta). Environmental design should facilitate a fast operation, improve visibility of shops, and create value with a very small budget.

Describe the brief from the client

Build a multi-target brand for Spoleto, a very well known brand of Italian fast food in Brazil, targeting a more updated and modern logo that should reflect a new brand essence positioning: A creative, young and joyful life style with strong design-oriented personality in a European modern way, This brand should involve every store in a unique experience. After the project development, the concept should be replayed in every store in Brazil, total 250 stores.

Describe how you arrived at the final design
We made several studies to find an icon that explain the brand by itself : A FRYER PAN; where the customer creates its own recipe by mixing ingredients with the pasta. This is done in a very joyful way, interacting with the cook. This icon is the main focus of the brand ad is used in all the environmental design: wall decoration, packaging, displays to support communication, etc

Give some indication of how successful the outcome was in the market
We are able to use the icons –frying pan- in many different ways. First in the brand itself – SPOLETO- the last “O” is the frying pan icon. This icon covers the store walls in a modern patterns; some have many overlapping icons and others have dishes in the middle of it. Icons are also parts of displays, objects and clothing, We achieve to make a direct identification with the brand even when the name is not written. Brand essence is spreading far beyond shop environment to be recognised even outside the context.