Pasta sauce maker Dolmio has refreshed its look in partnership with brand consultancy Elmwood
The new visual identity refresh will feature flashes of Italian heritage with the aim of reaching beyond its traditional family-based audience and attract younger consumers.
Elmwood said: “Dolmio’s word mark is also a significant diversion from the brand’s previous identity and of pasta sauces in general, with a more eye-catching and ‘epic’ quality that captures the joy we get and the freedom we feel from creating big-hearted Italian meals full of overflowing yumminess. This is personified by the exclamation mark, an epic celebration that’s big and bold, full of generosity and warmth.”
Elmwood’s global provocation officer, Greg Taylor, said: “Through our partnership with Dolmio, we’ve reinvigorated its brand identity with new, distinctive brand assets that create the perfect balance between ‘Big Heart’ and ‘Great Taste’. Dolmio’s heart comes from the generosity, accessibility and inclusivity of its brand identity, offering people the freedom to use the sauce how they want. But its big heart doesn’t come at the expense of great taste. It’s been a pleasure working with Dolmio to reinvent branding in the pasta sauce market.”