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Analysis.
GM, a company specialized in frozen foods, had commercial success in the production and sale of frozen ‘Panuozzo’ from Gragnano. However these results required the need to give recognition to a brand and a product, both anonymous from the communication point of view, in order to maintain the positive trend.

Intervention.
The starting points to realize the identity are the concepts of craftsmanship and familiarity: in this way the name “Rustic” and the payoff “tastes of home” was born. The identity is based on the use of texture, designed by observing the composition of tilled fields and the marks on the land left by the tractors passage, similar to the ears of corn.

For the packaging, the trait illustrations were introduced by identifying several types of products and by assigning to each one a colour, so as the packages can quickly be recognized in the refrigerator

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