KING'S
High-quality Italian products since 1907.
Robilant manages the image of this important historic brand, preparing it to enter the market with a completely renewed identity and product range, as well as a new digital portal dedicated to the brand, its products, and its new consumers.
THE RESTYLING BEGINS WITH THE DEFINITION OF A NEW, MORE SLENDER AND FANCY LETTERING. THE CAPITAL K BECOMES THE BRAND ICON, ALONG WITH THE TIPPED CROWN ON ITS HEAD: A SYMBOL OF THE BRAND’S IRREVERENT AND CREATIVE PERSONALITY. THE PAYOFF HAS BECOME LA LEGGENDA DEI SALUMI – 1907 (THE LEGEND OF CURED MEATS – 1907), PROMOTING THE BRAND’S LEGENDARY HISTORY.
THIS STRATEGIC PROJECT HAS REDEFINED THE BRAND IDENTITY, STANDING OUT FOR ITS UNIQUE ELEGANCE. THE CAPTIVATING BRAND IDENTITY IS INSPIRED BY THE BRAND’S LEGENDARY HISTORY.
THE LABELS REPRESENT SHIELDS, FOR A CONTINUITY WITH THE PREVIOUS IMAGE BUT WITH HETEROGENEOUS DESIGNS TO SYMBOLISE THE UNIQUENESS AND EXCELLENCE OF THE SINGLE PRODUCTS AND THE VASTNESS OF THE RANGE. A NEW, REFINED AND CLASSY BRAND IMAGE FOR TWO PRODUCT LINES DESTINED FOR THE HO.RE.CA. SECTOR AND THE RETAIL SECTOR.
THE NEW WEBSITE IS THE CORNERSTONE OF THE NEW BRAND POSITIONING THAT, THROUGH A MODERN AND INVOLVING LANGUAGE, DRAWS THE NEW DIGITAL AUDIENCE TO LISTEN TO THE BRAND STORYTELLING.
WE HAVE SEARCHED IN THE BRAND’S HISTORIC ARCHIVES TO TELL THE ORIGIN OF KING’S. WE FOUND A SET OF VISUAL RECORDS THAT, COMBINED WITH ARTIFICIAL INTELLIGENCE, HAVE MADE US RELIVE THE EMBLEMATIC PLACES AND MOMENTS OF THE BRAND’S HISTORY.