Based in San Daniele, in the heart of Friuli, DOK is a young company that has successfully distinguished itself within the Prosciutto di San Daniele landscape through a contemporary and premium approach. Unlike many long-established producers, DOK builds on a more recent tradition that began around fifty years ago, reinterpreting artisanal craftsmanship through a modern and aspirational lens.
The rebranding project highlighted the brand’s innovative nature, embracing an elegant and disruptive positioning. The goal was to elevate prosciutto into a high-end product capable of appealing to a sophisticated, quality-conscious audience, using a visual language inspired by leading Spanish ham producers and the world of fine wines. The resulting identity is refined, contemporary, and meticulously crafted, conveying luxury and craftsmanship without compromising authenticity.
At the heart of the brand remains the manual expertise that gives the product its unique and inimitable value. Every slice becomes an expression of experience, care, and artisanal know-how, elevating Prosciutto di San Daniele into a true gastronomic icon. The brand’s imagery sits alongside that of Italian artisanal luxury, where elegance, design, and product quality come together.
The result is a contemporary, distinctive, and aspirational identity that combines premiumness, craftsmanship, and gastronomic culture. DOK is more than just prosciutto: it is a sensory and visual experience, a product that stands out for its style, expertise, and ability to embody and communicate the essence of Italian artisanal luxury within the cured meats sector.
