Packaging Design – Piu Brand:

Più Brand Strategy

Key Messages

As we are about to start the company’s brand architecture and positioning, we have gathered the following

USPs

• Fresh Milk (x)
• High tech (x)
• Multiple pasteurization steps (x)
• Italian recipes (x)
• High Quality (x)
• Fresh-like (x)

Interim Key Messages However,

 we do not wish to reveal all the cards on this interim packaging design that’s why we decided to focus on:

• Fresh Milk
• High tech
• Multiple pasteurization steps
• Italian recipes
• High Quality
• Fresh-like

Cheese Quality is:

usually associated with the following:

• The whitest
• The freshest
• The tastiest
• The milkiest

To acquire the positioning we would like to we need to own words like:

• Very
• Most
• Absolute