Recently acquired by an international group, DOK and Pio Tosini – Italian brands of high-end prosciutto – faced two very different identity challenges.
Although they share the same world of quality PDO prosciutto, the two brands started from very different premises: DOK needed to build a more elevated, contemporary positioning, while Pio Tosini aimed to bring its heritage and territorial roots back to the fore.
And it is precisely from these differences – and from how the RBA Design team took on both challenges and brought the projects to completion – that the value of this work comes.
Let's find out more!
DOK: A PREMIUM, TIMELESS POSITIONING
A young company based in San Daniele, DOK contacted us to help them create a more contemporary and distinctive positioning. The idea was clear from the outset: breaking away from the traditional norms often associated with the category, in order to instead approach a more premium identity with an international vocation.
More specifically, the inspiration came from the world of high-end Spanish ham, for which Iberian producers reserve sophisticated aesthetics and evocative storytelling typical of fine wines.
For DOK, the artisanal nature of its products and production methods remains a cornerstone, but it is reinterpreted in a more modern key as an expression of craftsmanship and “understated” luxury – concepts that easily connect to the imagery of Italian fashion.
The result? A current, appealing and aspirational brand that immediately finds its place in the upper echelons of the industry.
PIO TOSINI: THE TASTE OF HERITAGE
Founded back in 1905 in Langhirano, in the heart of Prosciutto di Parma production, Pio Tosini is a true symbol of history and connection to the territory – elements which, however, the brand was not bringing out as well as it could.
And that is exactly what our team focused on, with a rebranding project that brought to the surface an already strong, distinctive identity, making it even clearer, more consistent and memorable.
The rebranding brought back to the fore values such as the bond between the company and its territory, the brand's long history and the craftsmanship of its production process.
The common thread of the brand storytelling is the symbolic element of the curing cellar – one of the most iconic in Italy – which we turned into a true narrative asset.
The project resulted in an identity that is authentic yet elegant, able to convey the inseparable bond between brand, territory and tradition that defines the uniqueness and quality of the final product.
TWO STRONG IDENTITIES. ONE STRATEGIC APPROACH
Although they started from two very different premises – and needs – both DOK and Pio Tosini, working with the RBA Design team, succeeded in building new identities in line with their aspirations, able to speak to different target audiences that are nonetheless always attentive to values such as quality, authenticity and craftsmanship.
Confirming the success of both projects is the enthusiastic feedback from Giovanni Venè, Marketing Manager of DOK and Pio Tosini, who said: “Working with RBA felt natural: they immediately grasped the essence of our brand, turning our ideas into an impeccable aesthetic and strategic result. Heartfelt thanks to Carlo and the whole team for their passion and professionalism!”
