Carluccio’s Fresca Project with Irving & Co
Best New/Improved Visual Identity
In 2019 Carluccio’s unveiled their new look with the aim to raise the aspiration and position of the brand, bringing it back to Antonio’s original vision, which was created 20 years ago, to develop an evening-oriented offering and become a desirable brand to attract a new and younger audience. The development phase saw an initial brand research project where 3,700 consumers were surveyed. This gave them the target audience of ‘Sociable Foodies’ alongside the framework to define their brand. The new look spans Carluccio’s menu, offering, point of sale, interiors and service with the outcome uplifting sales from -15% :f; to +30% Lfl.
The judges highlighted Carluccio’s for transforming the brand with a strong visual identity across all touch points, becoming a proposition that is based on insight.