Recently acquired by an international group, DOK and Pio Tosini \u2013 Italian brands of high-end prosciutto \u2013 faced two very different identity challenges.
\nAlthough they share the same world of quality PDO prosciutto, the two brands started from very different premises: DOK needed to build a more elevated, contemporary positioning, while Pio Tosini aimed to bring its heritage and territorial roots back to the fore.
\nAnd it is precisely from these differences \u2013 and from how the RBA Design team took on both challenges and brought the projects to completion \u2013 that the value of this work comes.
\nLet's find out more!<\/p>\n
DOK: A PREMIUM, TIMELESS POSITIONING<\/strong> PIO TOSINI: THE TASTE OF HERITAGE<\/strong> TWO STRONG IDENTITIES. ONE STRATEGIC APPROACH<\/strong> Acquisiti di recente da un gruppo internazionale, DOK e Pio Tosini \u2013 brand italiani di prosciutto di alta gamma \u2013 avevano due sfide identitarie molto diverse tra loro. Pur condividendo lo stesso mondo dei prosciutti DOP di qualit\u00e0, i due marchi partivano da presupposti molto diversi: nel caso di DOK, la necessit\u00e0 era quella di […]<\/p>\n","protected":false},"author":4,"featured_media":6334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-6291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\n
\nA young company based in San Daniele, DOK contacted us to help them create a more contemporary and distinctive positioning. The idea was clear from the outset: breaking away from the traditional norms often associated with the category, in order to instead approach a more premium identity with an international vocation.
\nMore specifically, the inspiration came from the world of high-end Spanish ham, for which Iberian producers reserve sophisticated aesthetics and evocative storytelling typical of fine wines.
\nFor DOK, the artisanal nature of its products and production methods remains a cornerstone, but it is reinterpreted in a more modern key as an expression of craftsmanship and \u201cunderstated\u201d luxury \u2013 concepts that easily connect to the imagery of Italian fashion.
\nThe result? A current, appealing and aspirational brand that immediately finds its place in the upper echelons of the industry.<\/p>\n
\nFounded back in 1905 in Langhirano, in the heart of Prosciutto di Parma production, Pio Tosini is a true symbol of history and connection to the territory \u2013 elements which, however, the brand was not bringing out as well as it could.
\nAnd that is exactly what our team focused on, with a rebranding project that brought to the surface an already strong, distinctive identity, making it even clearer, more consistent and memorable.
\nThe rebranding brought back to the fore values such as the bond between the company and its territory, the brand's long history and the craftsmanship of its production process.
\nThe common thread of the brand storytelling is the symbolic element of the curing cellar \u2013 one of the most iconic in Italy \u2013 which we turned into a true narrative asset.
\nThe project resulted in an identity that is authentic yet elegant, able to convey the inseparable bond between brand, territory and tradition that defines the uniqueness and quality of the final product.<\/p>\n
\nAlthough they started from two very different premises \u2013 and needs \u2013 both DOK and Pio Tosini, working with the RBA Design team, succeeded in building new identities in line with their aspirations, able to speak to different target audiences that are nonetheless always attentive to values such as quality, authenticity and craftsmanship.
\nConfirming the success of both projects is the enthusiastic feedback from Giovanni Ven\u00e8, Marketing Manager of DOK and Pio Tosini, who said: \u201cWorking with RBA felt natural: they immediately grasped the essence of our brand, turning our ideas into an impeccable aesthetic and strategic result. Heartfelt thanks to Carlo and the whole team for their passion and professionalism!\u201d<\/p>","protected":false},"excerpt":{"rendered":"