Rebranding using food as an icon for “a tasty life”
22 Jan 2020 | Faravelli
The Italy-based food ingredients distributor Faravelli supplies the industry with an A-Z range of ingredients for texture, stabilization and finished formulations. Silvia di Tommaso, PR and Corporate Communication Manager, speaks about the company’s move to rebrand last year. The new campaign won the Best in Content Strategy award at the B2B Forum in Milan, among other accolades. Faravelli chose two slices of bread and jam to become the new icon for the company’s food ingredients division and a symbol for the best ingredients for a tasty life.
This is Missy Green here at FI Europe 2019.
I'm here with Sylvia from Fairabelli, who's going to tell us a little bit about their product line and recent branding decisions.
Sylvia, what, what is Fabelli showcasing here today at the show?
Good morning everybody.
Farrelli is showcasing the best ingredients for the tasty Life, which is practically.
A to Z ingredients to help producers, food producers to get their very best and top finished products.
So every kind of application we have ingredients to help them reach the results they want.
And for us this show is very important as usual.
We are very happy to be there.
And showcases our ingredients and our image also, as you can see, we have created a visual and a logo for each of the sectors we work in, in particular for the tasty life, it's these two slices of bread and jam, which is the interpretation of our logo becoming an icon for each of the sectors we work, and it's part of our.
The best ingredients campaign, a rebranding campaign we started one year ago, which is practically applied to all the sectors we are working in.
So for each of the divisions we have our logo becoming an icon of the division of the sector and in particular, apart from the ingredients we distribute.
Our core business is distribution actually, and we've been working distributions since 1926, so a lot of years I would say, but apart from distributions, we are also here to display our production.
We have a small production line of smart solutions that is to say functional systems which are aimed for the food industry to help producers getting.
The texture, stability, and flavor release that they want for their finished products applying to confectionery, meat, dairy, every kind of application you can imagine for the food industry is going to be helped by our functional systems.
Wow, and how did you decide on doing bread and jam?
First of all, we think, we thought that this image was actually tasty, and the decision was made because we wanted to.
Put the spotlight on our brand.
We wanted to reinforce and make the brand become stronger than what it was.
It was strong, very known worldwide, but we needed to have a sole image, a sole corporate image very recognizable immediately, and the results are quite.
I would say quite satisfactory.
The campaign, the best ingredients campaign, was awarded this year in 2019 in May from some Italian media companies agency, and we are very happy with the results, and I think it is just the starting point.
It's not the arrival.
It's not the.
Just a way to start doing something better and better.
Thank you, Sylvia.
Thank you so much.
