A world of bread and ideas
With its “50 anni di pane e di idee” (50 years of bread and ideas), Morato is now one of the most important and highly regarded players in the world of bakery products.
Since 1970 it has offered a new concept of bread: practical, tasty and innovative in format, while remaining familiar and close to its consumers. Just like its products, which range from soft breads and piadinas to delicious breadsticks and crunchy rolls.
Thanks to the various acquisitions the brand has made over time, Morato is now a benchmark in the sector, not only in Italy but also abroad, offering products for every taste with consistent quality. The brand is also committed to nature, the territory and people, through a precise organisational model, a code of ethics reflecting Morato’s values and a certified quality system.
The brand asked us to further enhance its image, making its identity more contemporary and personal and creating a highly recognisable and distinctive graphic system that would not, however, make products and lines with strong personalities look too alike.
A new brand identity system
The agency’s goal was to strike the right balance between brand consistency and line differentiation, so that each line would continue to convey its specific characteristics to the public, within a strongly characterised visual system.
Across American, Scrikki, Chips di Pane and Nuvolatte, a world of goodness is conveyed that stands out from competitors thanks to the versatility of this approach and the distinctive use of colours and graphics.
The central and defining element is undoubtedly the transverse strip that characterises the packs: this ensures a continuity between the products and at the same time allows for a rather obvious visual differentiation between the various lines.
The creative work for Morato combines cheerfulness and functionality: the lively pack features a transparent window so the product can be seen. This reassures consumers and increases customer loyalty.
Added value comes from the visual with its serving suggestion, as with Bocconcini and Bruschelle. Having an idea of how the product can be used and enjoyed encourages people to buy it, making the overall image even more attractive.
The communication team then handled the entire launch of the lines, taking care of trade materials and the development of supporting “hero” videos. All the elements of this integrated communication enriched the visual and verbal storytelling of Morato’s wide range, refreshing its goodness and allowing the brand to keep expanding in its markets with a colourful new identity.
