British banding company United has created a marketing campaign for the Tuscan pasta company Via Roma. Via Roma is a brand that isn’t afraid to show its true personality. Using the unique population of Tuscany (3 million people) as inspiration the Via Roma brand seeks to glorify these differences and in the process express a truly authentic Italian character.
The brand expresses traditional Italian flavors and emotions in a way that has not been presented before in the United States. In order to successfully convey this attitude for Via Roma, United shot unique black and white portraits on location in Tuscany that appear on the Via Roma packaging. It is amusing to note that United and Via Roma chose to highlight the Italian region of Tuscany and not the city from which the brand takes its name, Rome.
Key Themes Behind This Trend
- Authentic Branding
- Using a brand's origins and unique population characteristics as inspiration to develop a unique and authentic personality that sets it apart from competitors.
- Regional Marketing
- Highlighting a particular region or area's characteristics and traits through marketing campaigns to give a product or brand a sense of place and identity.
- Emotional Packaging
- Incorporating thoughtful design, such as black and white portraits, onto packaging to evoke traditional flavors and emotions on a deeper level.
Where This Applies
- Food and Beverage
- Companies can develop new ways to present traditional flavors and authentic origin stories to connect with consumers in the food and beverage industry.
- Branding and Marketing
- Branding and marketing agencies can use a brand's regional traits and origin stories to develop marketing campaigns that set them apart from competitors.
- Packaging Design
- Packaging companies can incorporate unique and emotional designs onto packaging to better showcase a brand's story and personality.
