The solid strategic partnership between DGI and Kraft Heinz – aimed at repositioning the main brands of the Group’s portfolio – continues with the complete relaunch and rebranding of Nipiol: a historic icon and reference in the baby-food segment within the Italian market.
Nipiol proposes value-for-money food solutions to parents looking for simple, direct and smart products.
DGI redesigned the packaging and visual identity of the brand from scratch, making each pack a new episode of a fairy tale in which the brand, the ingredients and the characters coexist in a playful, natural way through a tailored, new illustration style.
With a broad brand-ecosystem vision, even the back-of-pack for each product becomes a place to set the episodes of Nipiol’s story, continuing towards digital channels and physical POS touchpoints to reach the most surprising merchandising applications.
This approach pursues the key objective of restructuring the brand for transversal geographic contexts. The goal was to make Nipiol attractive for different and wider target areas: reinforcing and improving its performance in Southern Italy — where Nipiol stands out for its awareness — and relaunching the brand in the north, through its new impactful, engaging and contemporary style.