The project stems from the collaboration with Granarolo, a leading Italian dairy group and an existing client of the agency, which entrusted RBA Design with repositioning the Calabro brand on the international market.
Calabro is a US brand of Italian origin, founded in the 1950s by a family that emigrated from Sicily and specialized in the production of artisanal cheeses inspired by the Italian dairy tradition. The company has established itself in the United States as a benchmark in the production of specialties such as mozzarella, ricotta and burrata, while maintaining a strong connection with family values and the Italian gastronomic heritage.
The agency’s brief covered a complete rebranding and strategic repositioning of the Calabro brand. The main goal was to strengthen the perception of the brand’s Italian identity in foreign markets, enhancing its cultural roots, production tradition and family dimension.
The project therefore included a review of the overall visual identity, with work on the logo, packaging and communication system, with the aim of making the brand more recognizable, authentic and consistent with the values of Made in Italy.
The project focused on the brand’s ability to tell the Italian family tradition, a central element in Calabro’s history and storytelling. The concept of family is one of the brand’s identity pillars and is also expressed in its payoff and communication, which evoke the idea of handing down quality, passion and know-how from generation to generation.
The rebranding work therefore aimed to visually convey these values, strengthening the link between the product, artisan tradition, and the Italian gastronomic culture, with a contemporary and competitive language in international markets.
Granarolo’s acquisition of the Calabro brand is part of the group’s international expansion strategy, aimed at promoting and spreading Italian dairy culture abroad. In this context, RBA Design was brought in to develop a project that would help the brand consolidate its positioning, preserving the authenticity of its origins while strengthening its communication and commercial impact.
