A careful rebranding process aimed at achieving a new positioning in large-scale retail and launching a brand awareness campaign targeting end consumers. This is the strategy adopted by Cedior, an Italian company specialising in the selection and distribution of fruit and vegetables, as it invests in Elisir, the brand that brings quality fruit and vegetables to Italian tables.
The restyling of the brand, the subsequent redesign of the packaging, the development of the new website, social media communication on Facebook and the launch of a new Instagram profile: everything has been designed to bring the brand closer to consumers and create an even stronger bond with them.
This brand strengthening process also includes the creation of a new pay-off, L'Orto dei Cugini (The Cousins' Garden), which is tasked with expressing Elisir's core values. A vegetable garden with a capital V, to identify the activity and identity of a company, the subject of a pay-off that becomes the focal point around which the creative thinking of the Melismelis agency, which oversaw the rebranding of Elisir, developed.
The brand is characterised by extreme legibility and graphic rationality. The pay-off is therefore welcomed by the geometric shape of the half moon, symbolising the vegetable garden from which the company sources its products. The decorative element of the red butterfly is emblematic of Cedior's dynamism and ability to choose the best producers, in order to harvest fruit and vegetables of the highest quality. Melismelis combines a clean and reassuring graphic style with an empathetic and familiar tone of voice, which it expresses above all through Elisir's social media channels, primarily Instagram, for which the agency has developed a content strategy aimed at reaching family purchasing managers.