(Department 01)
Erbacipollina's Branding department builds the identity of Italian food & beverage brands. It works on strategic positioning, visual and verbal systems, retail-shelf packaging, and in-house food content production. Three integrated areas (Brand, Design, Packaging) operate under the Food Sensitivity, our 16 years of vertical sensibility inside the category.
(Area del dipartimento)
Visual and verbal identity, positioning, brand strategy, food naming, vertical copywriting. For brands that hold up on the shelf for ten years, manage international export, and refresh their product portfolio without losing recognizability. Includes a dedicated wine communication agency for the Italian wine sector.
Both. Nearly half of the projects we've handled in recent years have been repositioning legacy Italian food brands. The FBBP® framework works both from scratch and in repositioning: it reads the value already present, identifies what's still relevant, and what needs to be rewritten.
Between six and twelve weeks for the strategic and visual phase. Rollout across touchpoints (packaging, website, social, communication, retail) is spread over the following months according to the client's priorities and the Italian food & beverage calendar.
Yes. Brand strategy, naming, visual identity, packaging, tone of voice, copy — we work from strategy through to copywriting. Food naming is a specific skill that combines readability, trademark registrability, the relevant culinary culture, and the sector's regulatory constraints.
Both. Brand identity, design, and packaging are three areas of the Branding department that we work on together. Food packaging has industrial constraints (material, printing, preservation, regulations) that require prototyping and shelf testing before production.
Yes. Wine has its own discipline within food & beverage. We work on single labels as well as brand systems for wineries with broad portfolios, through a dedicated wine communication agency inside the Branding department, with knowledge of DOC, DOCG, IGT constraints and export requirements.
Yes. FoodLab is our in-house food content production studio, an integral part of the Brand area. It's a fully equipped set for photography, video, still life, food styling, and art direction. We work on confectionery, beverage, cured meats, deli, and plant-based products.
Yes. Food stylists and food prop stylists are part of the FoodLab team. They know the constraints of perishability, the color rendering of cooked pasta or a glass under light, how to simulate textures (steam, droplets, foam), and set timing for fresh products.
Both. TV commercials (15 and 30 seconds), digital video for social and e-commerce, and longer-form video for trade shows and B2B. Direction, editing, and post-production are handled in-house by FoodLab, with original music and voiceovers licensed for the final channels.
By planning the set for short shifts, keeping refrigeration on set, and having food stylists rotate in fresh replicas. For highly perishable products (fish, dairy, ice cream) we work with product doubles and a compressed shooting schedule that stays within the optimal-condition windows.
Yes, production is designed to be multi-use from the start. During the shoot we define formats for every channel (social 9:16, e-commerce 1:1, retail 16:9 for displays, packaging 4:5). A single shoot generates assets for twelve to eighteen months of campaigns.