From brand identity to sustainable supply chain communication
A long-lasting partnership is the one between Amapola and Centrale del Latte di Alessandria e Asti: since 2014 the agency has supported the company in defining communication strategies, from branding and packaging projects to external relations, from digital communication to video productions, up to territorial events. Centrale works and sells almost 15 million liters of fresh milk and cream per year, and distributes about 400 different products.
In 2015, a complete brand identity revision was launched, as a strategic choice to harmonize product lines, enhance the short supply chain and characterize with highly recognizable visual codes the company’s distinctive elements: quality, genuineness, origin. To define the project guidelines, Amapola conducted a study phase, with focus groups with consumers and commercial retailers and with interviews with individual distributors, to analyze brand perception and build the revision operation assets.
The project in collaboration with Art Director Tomaso Serloreti gave birth to a new brand and new visual identity, which enhance the process “behind” a bottle of Centrale milk, and to a new naming #iltuolatte (yourmilk) which communicates simplicity, familiarity and closeness to the consumer.
The new identity was applied to Centrale’s entire product range for the three territorial distribution areas (Alessandria, Savona, Versilia), also for the MU and Mi’ Latte brands. Appreciation for the new identity was found both among consumers, who in the launch days shared the novelty on social media, and among point-of-sale operators, because it is able to “make the product more easily identifiable in refrigerated counters” and “modernize the company’s overall image”.
Amapola also handled the web portal restyling www.iltuolatte.it: the content strategy was strengthened, to further enhance the short supply chain concept, and the site architecture was reformulated, to improve user experience and content update agility.
Branding and communication initiatives continue in 2020: “narrative” packaging solutions and projects dedicated to partner farm visibility are being studied, along with consolidating relationships with the territory and media, thanks to a press office activity that never stops.
Amapola communicates the supply chain and values of Centrale del Latte di Alessandria e Asti
