CLAI | Andy Koch Design

Emilia-Romagna-based cold-cut giant CLAI Cooperative (annual turnover €200M) undergoes a rebrand to reinforce its commitment to community and craftsmanship.

From the food-bowl of Italy this brand blends life with craftsmanship

Creative Direction

Logo Works

Brand Strategy

Marketing Integration

Conceptual Design

Typography Design

Packaging Design

Brand Deployment

Client

Location

Agency

CLAI Cooperativa

Imola, Italy

Rob Janoff Agency

Role

Imagine collaborating to breathe new life into a sixty-year legacy. That's the essence of the recent rebranding of CLAI, a unique Italian agricultural cooperative specializing in salami and cold cuts. This wasn't a typical marketing makeover; it was a chance to revitalize a brand built on tradition, quality, and a deep commitment from its farmer-members.

As part of a collaborative team, I delved into CLAI's story. Born during the "Italian miracle," the cooperative thrived on participatory management, a testament to the strength of its community. Our challenge? To preserve this rich heritage while crafting a brand that resonates with modern consumers seeking authentic Italian flavors.

Extensive research was crucial. We needed to understand what made CLAI stand out. CLAI is a collective built on passion, quality, and an unwavering commitment to a 100% Italian supply chain. This dedication, spanning three generations, was a story waiting to be told.

The logo design had to be a bridge between tradition and modern sensibilities. The final version was set within a 'biscuit', curved top and bottom. This shape was to appear organic and almost like a subtle squeeze or a hug. The Italian flags also hug the logo and expand on that sense of an embrace A rich red and maroon draw in that traditionalism with a pin-line of gold inset on the biscuit. Lastly, the CLAI typography was custom-designed to introduce a smile and a salami shape in the crossbar of the 'A'.

But a logo is just the first course. Developing a brand strategy that authentically conveyed CLAI's values was paramount. Working closely with the team, we meticulously crafted their message, strategically positioning them within the market. A comprehensive marketing plan followed, encompassing various touchpoints to create a cohesive brand experience for today's consumers.

Packaging design became another canvas for showcasing CLAI's story. The final product needed to be visually appealing, informative, and reflect their dedication to quality and time-honoured traditions. Marketing collateral, from brochures to captivating visuals emphasising their culinary appeal, further extended the brand message.

Collaboration was key. External creative teams – graphic designers, web developers, and marketing specialists – all brought their expertise to the table. Fostering a seamless workflow ensured everyone's contributions were integrated for a well-rounded and effective brand launch.

The result? A brand that celebrates its rich heritage while confidently stepping into the future. CLAI doesn't shy away from its cooperative structure, instead, it embraces it. The brand speaks to a growing segment of consumers who appreciate quality, tradition, and a commitment to responsible sourcing.

Witnessing CLAI's transformation, from a respected legacy to a brand that resonates with modern sensibilities, was a truly rewarding experience. It's a testament to the power of collaboration and the enduring allure of Italian tradition, brought to the table by CLAI for generations to come.

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