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Kioene
Branding, Packaging Design

From market niche to mass market 

Since 30 years Kioene is the plant based recipes Italian market leader. The changing food habits have given the brand both the opportunity of a target expansion and the chance to approach the market with a strong, new and distinctive identity.

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string(60) "https://www.arteficegroup.com/media/Kioene-packs-350x350.gif" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(60) "https://www.arteficegroup.com/media/Kioene-packs-500x490.gif" ["ag-last-post-thumb-width"]=> int(500) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(52) "https://www.arteficegroup.com/media/Kioene-packs.gif" ["ag-post-16_9-width"]=> int(500) ["ag-post-16_9-height"]=> int(500) ["ag-post-mag-evidence-16_9"]=> string(52) "https://www.arteficegroup.com/media/Kioene-packs.gif" ["ag-post-mag-evidence-16_9-width"]=> int(500) ["ag-post-mag-evidence-16_9-height"]=> int(500) ["ag-post-interview-mag-thumb-16_9"]=> string(52) "https://www.arteficegroup.com/media/Kioene-packs.gif" ["ag-post-interview-mag-thumb-16_9-width"]=> int(400) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(52) 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The main strategic goals are two: to finally build up a proprietary brand identity and to leave forever the dietary niche, becoming part of the daily shopping list of many people. Which means to free the brand from the characteristic dietary background by creating an ownable, impactful and original appetite appeal.

The supporting evidence used for this purpose is the great variety of vegetables and natural flavors which allows to change taste and recipe every day of the week. Also the Italianness with its typical cooking know how and the vegetable based culinary tradition play an important role.

The evolution starts with a revamp of the logotype. The idea is to use the packaging of the fresh products as the main media for the launch of the new brand identity.