The objective was to create a new visual identity for Togo – a time-honored brand in the Barilla portfolio – that would preserve its iconic nature and would enable a successful evolution on the packs in the range, on the in-store materials and, last but not least, on digital media.
Since this brand is now being marketed once again after some considerable time, we decided to imagine it as a “star” which had retreated from the limelight to take a break, but which is now getting ready to reclaim its rightful place center stage. Having thrown caution to the wind, the star wants to surprise its loyal fans and win over those who have yet to get to know it. To this end, it is making a comeback with a new, pared-down, up-to-the-minute system that has great visual impact, conceived and designed to develop and adapt to all and any communication requirements, while keeping its heritage intact.
The visual identity already contains numerous narrative elements: a strong logo, all set to morph into 2D and 3D versions, a distinctive character and a positioning line that riffs on the name TOGO and the word GODO (meaning “I enjoy” in Italian). These are elements that interpret pleasure as fun, and are primed to create a stream of digital content. In short, we have created this lively, pop-style packaging that’s perfectly aligned with the hippest of snacks.
A brand with this much design input has everything in place to enter confidently into conversation with its community. This is the added value that we apply to our brand redesign strategies.
CREDIT
- Agency/Creative: Marimo
- Article Title: Togo Rebranding a Show Stopping Return Orchestrated by Marimo
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Market Region: Europe
- Project Deliverables: Art Direction, Brand Identity, Brand Redesign, Graphic Design, Logo Design, Packaging Design
- Industry: Food/Beverage
- Keywords: Togo, Barilla, Re-branding, Visual Identity
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Credits:
Brand Identity: Pietro Bindi, Chiara Leone
Copywriter: Vera Daidone, Teresa De Bello
Character Development: Pietro Bindi
Character Development Support: Lorenzo Morelli
Video Production Supervisor: Emanuele Sabetta
Photography: Enrico Caputo (Food Pirate Studios)
Production: Marzia Papiri
Account: Dadà Isola, Alessandra Avico, Lucia Spini
Creative Director: Anna Di Cintio, Mariano Lombardi
Chief Creative Officer: Paola Manfroni
General Manager: Giovanna Ridenti
