Fior Fiore, Italian grocer COOP Italia’s best selling private brand is unveiling brand redesign created by QNY Creative starting with indulgent treats and snacks on shelf in the coming fall.

Fior Fiore, famed for its passion for the quality of its food, approached the agency to help refresh the range in line with a new brand proposition for the U.S. market “The experience of authentic Italian food. Every day.”

The team created a look for the Fior Fiore the brand that reflects the love, care, and passion that Fior Fiore is born from. With a consistent design architecture that communicates the quality of the products, as well as gives Fior Fiore the opportunity to expand the range, continue their mission of sharing the love for authentic Italian food and inspiring consumers to try new indulgences every day without breaking the bank. “We worked closely with the Fior Fiore team, undertaking consumer research to create a strategy that best communicated the brand’s ethos, celebrating its love for the best, authentic Italian products and local producers who, for generations, have handed down passion, commitment, and know-how and helping to bring their products directly to your table,” said Ezio Burani, Creative Director of QNY.

“The experience of authentic Italian food. Every day.”

The new look for Fior Fiore was born out of the new brand proposition “The experience of authentic Italian food. Every day.” Keeping the plum background and subtly evolving the brand logo to ensure instant recognition for shoppers on the go, the brand refresh reflects a dash of effortless style, and the beauty and the simplicity of the Italian countryside. This inspired the creative direction with its stripped-back craft paper and clearly center placed product images. To celebrate the vast variety of Italian regional products at your table, geographic origin maps and product storytelling were moved to the front PDP.

Current assets as the brand signature colors were refined and new elements such as the photography developed to create an effortlessly stylish yet appetizing look. Strong product shots are showcased proudly on each packaging to reinforce the pride and confidence of the brand, all to hero the quality expected from Fior Fiore.