Effegi
Pack Retail and Pack Trade
Talking about:
- Pack Project
- Brand Communication
- In-store Advertising
- Graphic Design
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copiaincolla is:
- Advertising Agency - Italy
Designing a new pack structure with two architecture available: one for retail and one for wholesale
Our communication agency developed a graphic project for a new packaging of Marina brand, put on the market by the fish company Effegi, but in reality we developed 2 projects that meet in only one project.
The heart of the matter is this: the company supplies its products to the retail market (retail and large-scale retail trade supermarkets) and wholesaler market (restaurant managers and Horeca traders).
How can we create a new packaging system suitable for both targets? How can we manage the relation between the new brand Marina and single line brands that clients already know?
The hierarchy of the brand architecture
We thought about a strategy for two different markets.
For the retail market we focused on the great visibility of line brands (that are stronger thanks to the restyling of the logo) that give the idea of products with different features and suitable for different food preparations.
For the trade market we focused the attention on the new brand Marina: in this market clients don't look for new inspirations or cookery suggestions (because they know what kind of product they want and how to cook it) but they look for the care of an essential and advanced brand.
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