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Design: Made for you
Project Type: Produced, Commercial Work
Location: Paris, France
Packaging Contents: Cheese
Packaging Substrate / Materials: Plastic
Printing Process: Digital printing

The Granarolo group, leading Italian group and leader in the Italian cheese industry, mainly with Casa Azzura, is launching a new brand of cut out cheeses. In 2013 he/they bought the French group CIPF codipam and their site “Les Fromagers de St Omer” a factory who specializes at processing and transforming cheese. The group wants to highlight that unique expertise, as they meet customer’s needs, providing a quick, practical and gourmet break.

The group chose MFY to accompany them in the creation of this new brand, destined for a French and European market, from the creation of the brand’s name, to the packaging. The agency gave life to the brand after defining a positioning strategy (market review, branding platform) aiming to communicate the marketing promise “Cheese in all its form, for a gourmet and practical break anytime, anywhere”. The brand is modern, accessible and playful and aims to desacralize cheese in France. And who better to achieve that, then a foreign group! « Appetisi » promotes a practical and gourmet product. 3 ideas, one word: Appetite, Amuse bouche and Practical.

What’s Unique?
We proposed a funny packaging with a unique well-thought-out detail : on each packaging we designed a clear area, shaped according to the product, which allows you to see the content. Also we invented for every packaging a small character. Indeed the embodiment of the products gives it that fun aspect, and aims to clearly define the different use of each product.