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House of prosciutto branding concept

Aim
To position the new brand of the Istrian producer Pisinium on the market. Pisinium produces traditional products but wishes to present them in a new way and at new locations – in cities.
Background
The Istrian producer Pisinium produces high quality meat products. A specialty of this family producer is that, besides traditional meat products, its offer also includes prosciutto with a designation of origin, which is very much appreciated and sought after on the market. When we were contacted by Pisinium, they were not sure how this story should be presented. What was certain though were the locations where they wanted to be presented – in cities, in new urban areas, far from the villages and the place of production.
Result
We envisaged the brand «House of Istrian prosciutto» for Pisinium, which, besides offering traditional Istrian food in a new way, educates users on the specifics of Istrian prosciutto production.
«House of Istrian prosciutto» represents a new type of consumption and sale of Istrian prosciutto and of all other traditional Istrian products.
«House of Istrian prosciutto» has become an urban place of consumption of traditional products, and is often visited by business people and also by groups of young people in search of something new.

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