Seven competencies, one direction. All dedicated to Food & Beverage
Branding, packaging, digital and social are parts of the same brand system. Erbacipollina brings seven service areas together in a single agency specialised in Food & Beverage, so every project starts from one shared vision and grows without getting scattered across suppliers, handovers and conflicting interpretations. Every activity starts from our Food Sensitivity, takes shape through a shared method and answers one concrete market question, making the brand more recognisable, more relevant and more competitive. Here is what we do and how each service contributes to your brand's growth. At the foundation remain our three assets, FBBP®, Food Buyer Personas and The Flavour Index.
Services
(Approach)
Three departments, seven areas, one method
Seven operating areas organised into three departments, guided by a method built on years of direct experience. Branding brings together Brand Strategy, Design, Packaging and FoodLab. Digital covers Performance Marketing and Websites & E-commerce. Social handles Meta, TikTok, LinkedIn and YouTube. They are the result of more than sixteen years of vertical work on Food & Beverage, through a single method born from Food Sensitivity. Every area lives inside the Food & Beverage sector and interprets its dynamics, product characteristics, distribution logic and cultural codes. We build every solution starting from real knowledge of the industry.
(01 Brand Strategy)
Brand Strategy
01
A food brand's identity is born from its positioning in the category. The visual and verbal system is its direct consequence. We work on positioning, tone of voice, strategy, copywriting and logo to build brands that stand out on the market with a strong, distinctive identity. Brand identity in Food & Beverage demands specific supply-chain and seasonal-calendar know-how, because repositioning a heritage line and launching a new brand are two different jobs. Wine has its own discipline, codes, timing and language. We handle it with a dedicated vertical wine communication practice, to build brands that hold up at the point of sale, in export and through continuous portfolio renewal.
Graphic design in food requires a technical understanding of the product. In Food & Beverage, design changes together with the product, the channel and the context. A line of bottles is not built like a range of snacks; a PDO label follows different logic from a piece designed for retail, a trade fair or a B2B event. Every brand element must work across different surfaces, formats and reading times. That holds for packaging, social, video idents, exhibition stands and trade-dedicated tools. That's why we design every piece as part of the product system, calibrating it to print constraints, supply-chain dynamics and the specific needs of each channel.
A food product's packaging is the first point of contact with the buyer and the last one before it's consumed at home. Retail demands legibility, the brand demands recognisability, and an effective pack holds both needs together. We design packaging for Food & Beverage through every stage of the process, material selection, prototyping, on-shelf testing and photographic-rendering checks. Every solution is built to showcase the product, stand out at the point of sale and stay consistent across every communication touchpoint.
Content production in food has specific technical demands. In Food & Beverage, every visual detail requires dedicated skills, still life, food styling, managing the product's perishability, getting the colour right on cooked pasta or a backlit glass. FoodLab is our in-house production studio, built to handle photography, video and art direction with full control on set, and to guarantee consistency, quality and repeatability even across the most complex, ongoing campaigns.
In Food & Beverage, digital marketing holds vision, timing and goals together. It coordinates seasonal campaigns, trade-fair appointments, product launches and ongoing positioning activity, turning separate initiatives into one coherent path. SEO and GEO, marketing automation, advertising and inbound work on a shared, multi-year roadmap, not as isolated projects. Every asset covers a specific search intent, every channel plays a precise role in the funnel, and every activity serves one concrete goal, making the brand more visible, more relevant and better able to sell.
Building websites and e-commerce platforms for Food & Beverage takes technical skill and fluency in the sector's language. We design platforms that answer food brands' real needs, integrating catalogues, B2B areas, product content and supply-chain-dedicated systems. Hosting, server management and privacy stay under continuous watch, active all year alongside the site itself.
In food, an editorial calendar is built by knowing the market before knowing social platforms. We work on Instagram, LinkedIn, TikTok and every channel that can drive results, building content plans around the brand's values, industry trade fairs, events, and product features and launches. Social advertising, community management, influencer marketing and digital PR are the core of a brand's social presence.
