As competition intensifies and new premium brands flood the market, Robilant has been tasked with reinforcing what sets Filippo Berio apart: its profound Italian heritage and its unwavering commitment to quality. This endeavor aligns with current food and drink sustainability trends while emphasizing brand authenticity.
The design seamlessly connects the past and present. The founder’s portrait has been reimagined to reflect vitality and a forward-looking spirit, while historical graphics, inspired by archived lithographs and liberty-style elements, have been elegantly refined in gold on green. This choice not only enhances visual appeal but also underscores the brand’s dedication to quality and authenticity in food and drink packaging.
Furthermore, the logo has been thoughtfully rebalanced to highlight the founder’s surname, with his signature elevated as a symbol of trust and Italian craftsmanship. Across the product range, a carefully curated interplay of colors, materials, and contemporary elegance ensures distinct differentiation between product lines, while upholding the brand’s iconic green. This strategic approach reflects key principles in food and drink marketing.
Emanuele Siena, global marketing director at Filippo Berio, stated: “We are very proud of this result. We tested the new identity in our most strategic markets, the USA and the UK, and the enthusiasm of our consumers confirmed that we reached our goal. We wanted an evolution that respected our heritage and elevated it with renewed elegance and clarity. This work achieves that balance with remarkable class, strengthening our story while staying true to who we are.”
Fabio Molinaro, creative director at Robilant, emphasized: “Global brands must evolve without losing their identity. With Filippo Berio, we demonstrated how deep market understanding and heritage insight can transform an iconic brand into a truly global player, consistent, distinctive and relevant everywhere.” This sentiment resonates with the ongoing importance of adapting to food and drink consumer trends.
