Tenuta Doria

Tenuta Doria, a historic company renowned for buffalo farming and dairy production, together with Alab, unveils a rebranding project that redefines the brand’s visual identity starting from its most essential element: raw material.

The project aims to reinforce the brand’s positioning by conveying the values of a short supply chain, quality, and tradition through a contemporary visual language, consistently expressed across every touchpoint.

Drawing from an in-depth study of the company’s historical archive, the new identity is inspired by ancient documents and reinterpreted through a modern mark designed to resonate with today’s audience.

The typographic system extends beyond the logotype with the creation of a secondary typeface developed through an experimental process: transformed into a stencil and filled with milk, as if the liquid itself were shaping the letters. This distinctive gesture visually embodies the concepts of raw material and production process.

The visual system is applied to the complete redesign of the product packaging range and to the restyling of the Battipaglia retail space, creating a seamless and immersive brand experience. Soft textures, natural color palettes, and milk-inspired visual elements enhance the brand’s premium perception while preserving its authentic heritage.

The result is a refined and expressive identity that bridges past and present, translating a century-old production legacy into a contemporary, recognizable, and scalable brand.