ZAFFERANO: NEW BRAND IDENTITY
Zafferano unveils the new brand identity that will accompany the company’s current phase of development and transition. Reflecting the directions of the renewed brand strategy, it expresses concepts and values that are more in line with the brand’s purpose: “We bring joy into everyday life”.
The main objective of the new brand identity is to strengthen the recognition of the Zafferano brand, taking advantage of the synergy with the “Poldina” brand, and to increase the awareness of an extended range dedicated to different sectors and environments of the home.
To this end, the communications agency HEADS Collective created a corporate image that expresses Zafferano’s personality as a lifestyle brand, dynamic, colorful and fun, without losing the authority, credibility and authenticity of a brand linked to design, know-how, craftsmanship and technological innovation.
The new identity also reinterprets the family feeling that exists between the categories, addressing a target group – mainly the end consumer – that is diverse and differentiated, but with common interests and lifestyles, and that knows how to integrate Zafferano’s products into its own personal experience and taste.
The brand narrative built around these concepts is also embodied in a brand new advertising creative: a story in chapters that tells the values of Zafferano and the breadth of its range. The new advertising portrays various protagonists (artists, designers, illustrators, musicians, creative people of all kinds) in their homes, describing their daily activities: not actual “testimonials” in the strict sense of the word, but real people with whom we can recognize and identify.
The photographic images are true and credible, iconic but not cold; the shots are not glossy but “dirty” and instinctive, portraying authentic characters in informal attitudes. The result is a world of conviviality, color and fun, where the entire range – lighting, tableware – is represented in all its diversity under one brand. The QR code on the advertising pages leads to a landing page on www.zafferanoitalia.com – which varies according to the subject – where the protagonists talk about their relationship with the feeling of joy in a short video and a written interview. The brand is thus elevated to a lifestyle world where people’s stories provide a context for the products they choose.
The brand identity will be gradually adjusted and implemented on all channels and corporate communication tools: from print and digital advertising, to the presence on social networks, from the website (to be published in fall), to the appearance of physical spaces – stores, corners and fairs…
Zafferano products add taste and personality to the lives of those who choose them: this identity, clearly different from that of the competition, allows the brand to position itself in its own market niche, where difference becomes relevance.
