Citterio Fresco^® product launch

Challenge:
Citterio, a well-known and well-respected brand in Europe, was looking to introduce a new line of fresh-packed, Italian deli products - Prosciutto, Bresaola, Sopressata and Rosemary Ham. The new product needed a brand identity, logo, point of purchase and packaging design.

Solution:
In partnership with comma Inc. of Milan, the name Citterio Fresco^® was conceived along with a brand positioning that best communicated the strengths of the product while minimizing its weaknesses. Design and copy were developed that communicated both the classic heritage of the product and the freshness that the new packaging provides. Packaging, Point of Purchase, recipe booklets and a PR campaign combined to make the initial launch a huge success -- exceeding Citterio's target of one million units. Citterio has added four additional products bringing the total product line to seven.