With competition intensifying and new premium entrants crowding the shelves, Robilant’s brief was to reaffirm what makes Filippo Berio distinctive: its deep Italian roots and its legacy of quality.
The design aims to bridge past and present – the founder’s portrait has been reinterpreted to convey vitality and a forward-looking spirit, while the historic graphic – drawn from archived lithographs and liberty-style flourishes, has been refined in gold on green to reinforce attributes of quality and authenticity.
The logo has been rebalanced to give prominence to the founder’s surname, with his signature elevated as a mark of trust and Italian craftsmanship. Across the range, a balanced interplay of colour, materials and contemporary elegance ensures clear differentiation between product lines while preserving the brand’s iconic green.
Emanuele Siena, global marketing director, Filippo Berio, said: “We are very proud of this result. We tested the new identity in our most strategic markets, the USA and the UK, and the enthusiasm of our consumers confirmed that we reached our goal. We wanted an evolution that respected our heritage and elevated it with renewed elegance and clarity. This work achieves that balance with remarkable class, strengthening our story while staying true to who we are.”
Fabio Molinaro, creative director, Robilant, added: “Global brands must evolve without losing their identity. With Filippo Berio, we demonstrated how deep market understanding and heritage insight can transform an iconic brand into a truly global player, consistent, distinctive and relevant everywhere.”
Dining and Cooking