Elior’s fresh idea in food
Elior Group is one of Europe’s leading catering and food services companies and the biggest in Italy, serving businesses, schools, universities, hospitals, trains and hotels. A recent acquisition brought Elior Italy new opportunities to apply modified atmosphere packaging (MAP) technology to a line of ready meals. The technology creates a protective atmosphere for food that guarantees a longer 10-day shelf life, no preservatives and generates less food waste.
The meals will be available both as lunches to go in standard business dining areas, in special refrigerators in small office kitchens and break rooms and, as a result of the COVID-era remote-work revolution, for personal home delivery. To create their new line of meals for business people, they held a call for pitches.
Ilaria Vitale – Marketing and Communication Manager, Elior
Ilaria Del Fabbro – iCOLTi Brand Manager, Elior.
To market their new line, we helped Elior define two personas: health-conscious Camilla and Mauro, the hearty eater.
When it comes to food, Italians can be tough customers. Italy’s storied reputation for fantastic food continues in part due to the vigilance of Italians in appreciating, cooking and defending their classics. But as times and business culture have changed, there is an increasingly willingness to innovate.
Our name for the line was inspired by these two very strong forces of tradition and innovation. iCOLTi plays on the plural form of the Italian word colto, meaning “cultivated”, which as in English can refer to fresh fruits and vegetables as well as personal refinement and intelligence. And the logo is designed to stand apart from the ubiquitous tendency toward vintage with a bold modern font – while nonetheless reassuring traditionalists with a reminder of the company’s more than 30 years of expertise in the sector.
In a country bursting with historic food brands and vintage-revival packaging, iCOLTi are designed to stand out from the crowd and leap off the shelves with bright bold colors and fun vectorial iconography. Each package tells a story, whether it’s the Tradition line cooked like grandma would, or the Wellness line promising to help you find harmony in your meal.
The 6 current meal types present a range of options for our personas Camilla and Mauro, translating as Wellness, Energy, Lightness, Specialty, Tradition, and Gluten-Free.
The project included a proposal for a dedicated landing page.
To advertise the iCOLTi product line and related services of personal home delivery to remote-working company employees, we created a digital brochure mixing bright colors and friendly, handwriting inspired fonts. While for business lunchrooms and bustling office spaces, we designed labels and decals for the refrigerator that gets noticed.