Red lid between tradition and innovation

Polli, Italian historical foodbrand, with a view on its portfolio re-organization, wanted to rethink the visual identity system of all the brand’s many product lines.

Moreover wanted to add Melimangio, a new line of recipes devoted to the happy hour.

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The brief was about finding a concept able to combine the values of tradition and innovation. The glass transparency idea conveyed both.

Because transparent glass jars are beautiful, modern and traditional at the same time, perfect to show the quality and the beauty of the ingredients, which is the best way to communicate appetite appeal.

To cover the content of the jar as less as possible even the triangular shaped label is completely transparent.

On the pack front the hierarchy of the messages starts with the intended usage, and rises to the line name, the illustration of the ingredients, up to the top, where the logo, reinterpreted in a vintage style, is the main player.

The very same logo, in a significant size, has been used to brand the classic Polli red lid.

This system has been declined on the 11 SKUs and on all jar sizes of Polli product lines.

This project included the developement of display materials for the POS.