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Kioene
Branding, Packaging Design

Da nicchia a mass market

Kioene è da 30 anni leader del mercato italiano di ricette plant based.

La trasformazione dei consumi alimentari rappresenta per la marca l’opportunità di ampliare il target e presentarsi con un’identità forte e distintiva.

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"https://www.arteficegroup.com/media/Kioene-imeatgreen-pack.webp" ["1536x1536-width"]=> int(1081) ["1536x1536-height"]=> int(1081) ["2048x2048"]=> string(63) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack.webp" ["2048x2048-width"]=> int(1081) ["2048x2048-height"]=> int(1081) ["homepage-featured-post"]=> string(71) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(71) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(71) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(71) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(72) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-1081x560.webp" ["ag-post-16_9-width"]=> int(1081) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(72) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-1081x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1081) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(71) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(71) "https://www.arteficegroup.com/media/Kioene-imeatgreen-pack-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } [6]=> array(24) { ["ID"]=> int(5353) ["id"]=> int(5353) ["title"]=> string(15) "Sito web Kioene" ["filename"]=> string(15) "Kioene-sito.jpg" ["filesize"]=> int(231401) ["url"]=> string(51) "https://www.arteficegroup.com/media/Kioene-sito.jpg" ["link"]=> string(84) "https://www.arteficegroup.com/lavori/da-nicchia-a-mass-market/attachment/kioene-sito" ["alt"]=> string(15) "Sito web Kioene" ["author"]=> string(1) "9" ["description"]=> string(15) "Sito web Kioene" ["caption"]=> string(0) "" ["name"]=> string(11) "kioene-sito" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(5335) ["date"]=> string(19) "2023-02-09 05:55:30" ["modified"]=> string(19) "2023-02-09 05:55:55" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(66) "https://www.arteficegroup.com/wp-includes/images/media/default.png" ["width"]=> int(1280) ["height"]=> int(1280) ["sizes"]=> array(42) { ["thumbnail"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-150x150.webp" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-300x300.webp" ["medium-width"]=> int(300) ["medium-height"]=> int(300) ["medium_large"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-768x768.webp" ["medium_large-width"]=> int(640) ["medium_large-height"]=> int(640) ["large"]=> string(62) "https://www.arteficegroup.com/media/Kioene-sito-1024x1024.webp" ["large-width"]=> int(640) ["large-height"]=> int(640) ["1536x1536"]=> string(51) "https://www.arteficegroup.com/media/Kioene-sito.jpg" ["1536x1536-width"]=> int(1280) ["1536x1536-height"]=> int(1280) ["2048x2048"]=> string(51) "https://www.arteficegroup.com/media/Kioene-sito.jpg" ["2048x2048-width"]=> int(1280) ["2048x2048-height"]=> int(1280) ["homepage-featured-post"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-350x350.webp" ["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-sito-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(61) "https://www.arteficegroup.com/media/Kioene-sito-1180x560.webp" ["ag-post-16_9-width"]=> int(1180) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(61) "https://www.arteficegroup.com/media/Kioene-sito-1280x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1280) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(60) "https://www.arteficegroup.com/media/Kioene-sito-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } }

Gli obiettivi strategici sono due: costruire finalmente una identità proprietaria della marca e uscire dalla nicchia delle particolarità dietetiche per entrare nella lista della spesa di ogni giorno. Cioè liberarsi dal vissuto dietetico, inventare un appetite appeal originale e di impatto. Utilizzare come evidenza di supporto la grande varietà di verdure e sapori naturali che consentono di cambiare ricette e gusto ogni giorno della settimana. Importante anche l’italianità, il saper fare in cucina e la tradizione gastronomica ricca di ingredienti vegetali.

L’evoluzione parte da una revisione del logotipo.

Per le confezioni dei Freschi l’idea è di usare il pack come media di riferimento per il lancio della nuova brand identity. Il key visual è concepito secondo le stesse logiche della comunicazione above the line. Un’invenzione che presenta il prodotto racchiuso in un sandwich composto dalle verdure che caratterizzano ognuna delle 12 referenze.

In contemporanea, e in sinergia, c’è il lancio della linea di prodotti Like Meat.

Questa parte del progetto prevede la creazione ex novo, dal nome al packaging system, di I’MEAT GREEN, che rafforza sul mercato il ruolo di Kioene come brand di riferimento per ogni tipo di referenza plant based facile, versatile e golosa.