THE REBRANDING OF ITALY'S FISHMONGER
A GREAT STORY OF THE SEA
Sapore di Mare's is a great story of the sea, starring the best fresh frozen fish.
Since 1992, the frozen food chain has been committed to bringing the best of the sea to the table, selecting its products with care and passion and offering them to customers with the convenience and quality that set the company apart. Its range includes over 300 seafood specialities, presented through “Una nuova idea di Pescheria” (A new idea of fishmonger), the concept RBA Design created for the pilot project linked to the opening of the Chiavari store at the end of 2021.
Proposing a new idea of fishmonger means offering consumers an alternative way of shopping, which can be put into practice in the more than 100 stores Sapore di Mare has across Italy, all with an urban, welcoming style.
From the fishing vessel to the tables of the people, passing through the retail outlets, the entire supply chain is controlled at every step, so as to never compromise the safety of the fish.
A GRAND AWARD-WINNING REBRANDING: THE JOURNEY WITH RBA DESIGN
The desire to convey the quality and innovation behind Sapore di Mare's offer, with its unique, specialist shopping experience, lies at the heart of the rebranding handled by the agency. After an initial positioning strategy phase, RBA Design renewed all the brand's touchpoints: logo, payoff, online, offline and in-store communication.
Each of these elements, from the below-the-line activities to the above-the-line ones, was designed to enhance the company’s new positioning in the market.
A 360° collaboration earned the most important of the Touchpoint Identity Awards: the Grand Award. The new brand identity was awarded, characterized by a significant redesign of the logo, the development of a new visual brand identity, with an iconography and color palette that instantly and vividly recall the sea, becoming a compass for consumers.
Besides these elements, the new concept store was also awarded, developed together with the architecture studio Fase Modus, a long-standing partner of the agency. Starting with the new openings, it is now being rolled out across the entire store network. It picks up and enhances the new identity, making the customer's shopping experience more engaging and stimulating. The project also aims to highlight the company's efforts on important issues such as care for the environment, sustainable fishing and energy saving, all of which are considered priorities.
Confirming the project's success, the Grand Award was joined by the award for Best Environment Design, recognising a design that captures today's needs with a vision already focused on tomorrow.
Overall, RBA Design's journey with Sapore di Mare is one with a conversational tone of voice, always close to consumers. The logo and payoff, applied to every element of the communication, were designed to celebrate the company's essence and history through a familiar, instantly recognisable style that keeps it top of mind.
The aim is to strengthen the identity of a brand that now positions itself as Italy's largest fishmonger. That is why the agency's communication covers projects ranging from offline to digital, including a constantly renewed strategy, with formats that let a wide audience experience the world of Sapore di Mare in full. Recipes, Storie di Mare (Sea Stories), curiosities and tips on how to enjoy the products are the order of the day, in a continuous exchange of ideas and shared ambitious goals. The work on the new website and on social media delivered results right away, with excellent performance.
And this is the course we keep sailing, like a crew for whom the pursuit of quality and the creative communication of value for money are always at the helm.
