Ortalli, a benchmark brand in the Italian dressings category, decides to redesign its international value proposition to adapt to the changes demanded by the market. The objective was to position itself as an expert but accessible brand, traditional but modern and aligned with the guarantee and traceability requirements of the new FMCG paradigm.
From Little Buddha, an international branding agency based in Barcelona, and through a creative-strategic exercise, a new brand purpose was defined to respond to this need at the business level. As stated by the agency, "it was not about working in a tactical and short-sighted way, but about attacking the demands of the brand through a functional design resulting from a strategic approach".
An interesting point of the project has been the reconnection with the current target of the brand. They opted to express a new differential and sustainable purpose over time. An exercise capable of communicating the essence of Ortalli in a new way, formulated laterally to legitimately and pertinently capture the attention of the audience: "We believe in what we believe." It is about believing in the product, its raw material, the region and its quality rating.
It is worth noting the brand's commitment to the digital ecosystem. Thus, this new image also responds to a need to fit his story into Ortalli's avant-garde proposal: to tell the story of his products using the Blockchain technology to verify the origin of its ingredients and obtain traceability data for total reliability and peace of mind.
