Brand Writing & Communications,
Food Styling & Photography,
Brand Book, Brand &
Challenge — Owned by Conga Foods, Val Verde has made it their mission to provide Australians with top-notch ingredients & simple recipes, so that they can cook delicious Italian food at home. Every product that they make is grown with care - think tomatoes vine-ripened under the Mediterranean sun. They’ve been so successful in their endeavour that they currently boast Australia’s number one selling passata. Although the brand had immense passion behind both its mission & products, their identity & offering fell flat. It was time to roll up our sleeves and develop a brand strategy & identity that clearly communicated the Val Verde difference.
Approach — Our idea, 'Approachable Mentor,' is an embodiment of the warmth & togetherness that one experiences when cooking like an Italian. To bring this concept to life, we introduced the wooden spoon device to beautifully highlight the product & inspire deliciousness in kitchens everywhere. We liberated the brand from its holding shape; because if there’s one thing that Italians are not, it’s contained. Our monogrammed-style lockup acts as a stamp of approval, & the new wordmark exudes Italian pride & charisma, while remaining rooted in tradition.