Working the pulp
We were introduced to Chini after being identified as the creative force behind the highly visible Italian fruit brand Melinda. Food manufacturer Chini works apple pulp to produce a growing range of fruit-based snacks, including dried apples, fruit cereal bars, fruit mousses, fruit jellies and more recently 100% natural fruit products.
Our first task was to develop a packaging solution for a Melinda endorsed snack range under licence from the apple growers, updating the packs with a vibrant visual code to communicate ‘a burst of fruit flavours.’
Fruit segments
As part of rejuvenating the Melinda brand, we looked at opening up its fruit offer to new lifestyle and demographic segments. For a start, we designed packaging and a new logotype that were a lot more vibrant and bursting with colour. Name creation, logotype and packaging design for five new snack products based on a portfolio strategy were developed in close partnership with the client Consorzio Melinda from Val di Non in Northern Italy's Trento province.
Healthy snacks on the go
Our objective was to develop a natural snack proposition and packaging solution to attract the interest of major wholesale suppliers, as well as enhance the Chini brand. Demand for healthy snacking had reached a point where Chini believed there was a significant market opportunity to re-launch Melinda endorsed food snack products, tapping into trends for convenient snack pouches, multi-layered flavours and on-the-go breakfast and lunchbox snacking.
Garden of purity and provenance
We formulated a portfolio strategy based on a new line of five apple snack products with a single cohesive style running throughout each product line. Based on the profiles of each of the target consumer groups, we created five brand models including product naming and graphic treatment for each range.
The snack products presented Chini with an opportunity to ramp up its offer, attract larger retailers and gain greater access to export overseas. To help bring this about we repositioned Chini as a premium mass market player by emphasising the provenance and purity of the Melinda grown apples used in its products.
Love fruit, love life
The initial response from buyers to the rebranded lines has so far been positive with Chini finding new distributorship opportunities in both domestic and export markets.
Chini’s estimation of the value design brings strategically to their business has grown to such a degree that we have been briefed to create a new corporate identity for them to complement the packaging brand. The corporate brand personality is based around the core thought: Those who love fruit love life.