La Zuppa
Food from the
family cookbook.
Brand Positioning. Creative Strategy. Brand Architecture. Visual Identity. Packaging Design. Copywriting. Brand World. Illustration. Artwork. Print Management.
Inspired by the founding family’s story, who arrived in Australia from Italy 100 years ago, our brand refresh for La Zuppa delivers a rich emotional narrative to bolster the existing health-focused positioning. A new portfolio architecture introduces three distinct ranges reflecting the three generations of the Valmorbida family and their contributions to the family cookbook – “Italian Traditions” includes heritage recipes from the first generation; “Hearty Classics” is inspired by familiar Australian staples; while “Global Adventures” sees the third generation of global travellers finding dishes from around the world.
UNLOCKING EMOTION
Colourful and eye-catching, the new design represents a significant move on from the existing pared-back and health-led aesthetic, and yet recognition has been retained through the white background and its ability to brand block on-shelf. A new collage style has been introduced, with each chapter differing in style and content to convey its unique message, from the quirky storytelling of Italian Traditions, to the delicious artistry of Hearty Classics and the evocative provenance of Global Adventures. While most of the illustration was completed in-house, we worked with illustrator Douglas Schneider on the Italian Traditions range.
EVERYONE’S INVITED
The variety of recipes highlighted by the new ranging structure appeals to a broad range of people, attracting younger consumers who have specific health-focused demands and more adventurous tastes, without alienating loyal customers. A new brand identity has also been introduced, inspired by classic Italian typography. In combination with the collage style, the new packaging heroes the brand’s rich heritage while simultaneously appealing to a more adventurous generation of consumers.
