The project originated from a collaboration with Granarolo, a leading Italian dairy group and an existing client of the agency, which entrusted RBA Design with the task of repositioning the Calabro brand on the international market.
Calabro is a U.S.-based brand of Italian origin, founded in the 1950s by a family who emigrated from Sicily and specialized in the production of artisanal cheeses inspired by the Italian dairy-making tradition. Over the years, the company established itself in the United States as a reference point for specialties such as mozzarella, ricotta, and burrata, while maintaining a strong connection to family values and Italian gastronomic heritage.
The agency was commissioned to carry out a complete rebranding and strategic repositioning of the Calabro brand. The main objective was to strengthen the perception of the brand’s Italian identity in international markets by highlighting its cultural roots, artisanal tradition, and strong family heritage.
The project therefore involved a complete revision of the visual identity, including work on the logo, packaging, and communication system, with the aim of making the brand more recognizable, authentic, and aligned with the values of Made in Italy.
The creative focus centered on the brand’s ability to tell the story of Italian family tradition, a key element in Calabro’s history and brand narrative. The concept of family represents one of the brand’s core identity pillars and is also reflected in its payoff and communication, conveying the idea of passing down quality, passion, and craftsmanship through generations.
The rebranding work therefore aimed to visually translate these values, strengthening the connection between the product, artisanal tradition, and Italian food culture through a contemporary language capable of competing in international markets.
Granarolo’s acquisition of the Calabro brand is part of the group’s broader international expansion strategy, aimed at promoting and spreading Italian dairy culture abroad. Within this context, RBA Design was involved in developing a project capable of supporting the brand in consolidating its positioning while preserving the authenticity of its origins and enhancing its communication and commercial impact.
