- DiSano Brand Name
- DiSano Brand Identity
- DiSano Pasta, Olive Oil, Olive Packaging
- DiSano Marketing Materials
Universal Corporation Ltd., a Kolkata based company, approached Lucid to help them create a new kind of Italian brand.
Starting with Italian made pasta as their first product, Lucid worked with UCL to develop the brand name, brand identity, packaging and marketing materials.
In order to establish the pasta’s authentic credentials in the Indian market we picked a combination of words that translates to “of health”. As a double win, the words also spelled out an Italian last name.
For the brand identity, Lucid developed a “stamp/crest” theme. Bold type that promoted readability and accented the sano “health” aspect of the brand. Title case text allowed the brand to appear approachable and quietly confident in its quality and refinement. Three wheat stalks to highlight the origins of the pasta ingredients. The tag line “Simple Healthy Italian” to effectively communicate the ethos of the brand. All set on a wavy circular stamp reminiscent of gold leaf diploma stamps that enhanced the credibility of the product. The result was clean, modern and sophisticated.
For the packaging, rather than mimic the traditional and historic approach of most of their competitor’s packaging, we decided to be true to the pasta’s story. This was a new brand and its approach could be new. We felt it would be inauthentic to create a false history that could seem like the brand had been around for ages. Instead we went fresh with it as we had with the brand: clean, minimal, clear, and something that celebrates the quality of the pasta.
DiSano pasta launched successfully across India in 2012. UCL continues to work with Lucid on other products launching shortly.