Portо Piatti. Italian Values That Are Close to Everyone

Client: Retail chain “Lenta” Task:Development of the trademark with an Italian background that could compete with original Italian brands.

Solution: Italy is an amazing country with a rich history and unique culture, which is based mostly on family traditions and values. It is in these values that we sought inspiration when developing the brand.

We aimed to create a “family” brand that would be both Italian and understandable to the Russian consumer. A brand that would evoke only positive emotions. Therefore, we used “family” photographs that captured pleasant and familiar moments to every consumer: meals with beloved ones, meetings with friends, warm conversations over a cup of coffee.
The photo themes change according to the category of products and even specific SKUs. For example, a large family is depicted on the pasta packaging, while a loving couple is featured on the coffee packaging.

The name Porto Piatti is based on the traditional wooden dish in Italy, which is used to serve a variety of dishes.

Inscriptions on the packaging seem to be borrowed from a “family cookbook.” They remind us of home, delicious homemade recipes, and complement the family history of the brand.

We have chosen a unique color for each SKU so to make it easier for consumer to find the necessary product on the shelf. It is used not only at the bottom of the packaging but also in product claims. It also defines the overall style and mood of the food zone that should be present in that category.