Based in San Daniele, in the heart of Friuli, DOK is a young company that has managed to stand out in the Prosciutto di San Daniele landscape thanks to a contemporary and premium approach. Unlike other historical entities, DOK upholds a more recent tradition, born about fifty years ago, by reinterpreting craftsmanship in a modern and aspirational way.
The rebranding project highlighted this innovative nature of the brand, focusing on an elegant and disruptive positioning. The goal was to transform the ham into a high-end product capable of interacting with a sophisticated audience that values quality, using a visual language that evokes the great Spanish ham producers and the world of fine wines. The developed style is refined, contemporary, and meticulously curated in every detail, communicating luxury and craftsmanship without losing authenticity.
At the heart of the identity remains the manual savoir-faire that gives the product a unique and inimitable value. Each slice thus becomes an expression of experience, care, and craftsmanship, elevating Prosciutto di San Daniele to a true gastronomic symbol. The brand’s imagery aligns with that of Italian artisanal luxury, where elegance, design, and product quality converge.
The result is a contemporary, appealing and aspirational identity that combines premiumness, craftsmanship and food culture. DOK is not just a prosciutto: it is a sensory and visual experience, a product that stands out for its style, its savoir-faire and its ability to express Italian artisanal luxury in the cured meats sector.
