Re-branding & Packaging Design
Coppa Malu – Parmalat – Italian Dessets
Parmalat had always been Italian brand leader in chilled desserts but had started losing share to multinational brands new to the Italian market.
The original packaging design characterised a modest, honest, conservative brand, looking safe but old fashioned. It communicated passively reflecting times when a dessert was a special treat typically saved for special occasions & after dinner. (see bottom right above)
The Design Brief
Our brief was to rejuvenate & refresh the whole feel of the brand & introduce a stylish, modern, less formal & more relaxed attitude.
If freed from the old brand’s reputation the diversity of the range had products for all occasions especially as daytime snacks.
Also key was lifting shelf presence with a strong cohesive identity working consistently across the brand range but with the versatility to strongly differentiate between products eg. light daytime treats, creamy indulgent evening desserts and the many flavour & recipe twists between.
This was the first step in a re-branding & packaging design process that lifted Coppa Malu from the name of a single Parmalat product to the brand of desserts made by Parmalat.