Italian confectionery company Lago Group has started a re-branding process to redefine its brand identity. The goal is to be a top player in its target market and, moreover, to become a “top of mind” player.
The company has been in business for more than 50 years and managed to maintain its artisan heart while becoming a modern industry. The balance between the selection of raw materials, recipes perfected in the laboratory, and the processing of ingredients with cutting-edge technology has resulted in a rich range of products over the years. Starting with the core business of wafers, Lago has developed and enriched production that includes shortbreads, snacks, cakes, and many other pastry creations to meet all the various taste requirements and consumption occasions.
A NEW BRAND POSITIONING
Over the years, the company has focused on range expansion and product innovations, aided by its partnership with multinational Biscuits Bouvard. Now, the importance of refining brand positioning has emerged, in order to make Lago a brand that is increasingly recognizable and appreciated by consumers.
The project, aimed at increasing the Italian confectionery company’s brand awareness and expertise in the confectionery sector, now comes to fruition in the restyling of the corporate brand and packaging design. The company has chosen to enhance its origins while keeping, though updating them, the visual elements that characterized the first versions of its brand. In the logo, we can see once again the two roosters, a symbol of the city of Galliera Veneta (Padua, Veneto), where Lago’s headquarters have always been located. The “1968” date, the year of the company’s founding, has been retained too. The italic font also shows how Lago strongly desired continuity and historical consistency with the past. The red stamp, which has always identified the brand and made it particularly recognizable abroad, has also been retained.
RESTYLING PLAISIR
Plaisir, the brand launched in May 2021, is ready for its debut on supermarket shelves with a new look and an even stronger positioning. It has been transformed, from a sub-brand into a platform capable of embracing different types of pleasure. The mouth-watering pleasure with an enveloping taste of the Plaisir Chocolate line (already available), and the pleasure of unusual combinations in the Plaisir Sensation line (available on the market from November).