Marco Panatti

The situation is the Basic Codes in the Italian food brands of Russia — green-white-red colors, like the Italian flag, pictures of Italians and their families. The challenge is to bring a new one into the visual identification of the brand and to convey the spirit of the real Italy, avoiding the existing stamps. The Employer wanted to create a new brand at the federal level from scratch, which would expand the client’s range matrix with separate brands (stand allone Brand) and meet three criteria: (1) cross-category; (2) charismatic; (3) successful competition with Italian brands in the Russian market. The decision is that our strategic division, together with the design department, did a design audit of international and Russian shelves with Italian brands. The team analyzed the meaning and visual identification. The strategies also examined Russian buyers' feedback on Italian and pseudo-Italian brands: what are purchase drivers, which discourages buyers. After the analytical phase, we developed an inspirational metaphorical concept — a link to the brand platform — the history of the Italian Marco Panatti family. The solution is to make a living man’s brand with unique character and challenges. Italians are known for their noisy and warm family dinners. Members of the Panatti clan are no exception. They like to spend time together, but in the 21st century, it’s not always easy to organize. Then Marco Panatti joins the game, loading the best Italian products into his little Fiat and visiting his family. He wouldn’t dare bring Granny Bianca second-rate pennies. No! No! Only the best: traditional recipes and juicy tastes, carefully selected natural foods for the most important people in the world. The warm concept of the Italian family is transmitted through neuming, metaphorical concept, visual identification, products. The famous Fiat 500, the hyperbolic delivery of the zone’s food, the sense of the cinematographic poster, all of which makes the design fair. You believe him, and you don’t doubt for a minute that inside is quality Italian food.