DATADOBI

Datadobi is the premier software choice for the migration and protection of unstructured data. Their existing branding and marketing materials were sub-par when compared to companies they not only competed with but also partnered with. They needed a complete re-imagination of the brand and materials that represented it.

Brand position

Greencore held a number of brand names but none had either the appropriate tone or recognition to launch a new line of product. A brand had to be selected and a new brand story developed along with all new elements including logo, packaging and promotional materials.

Name evaluation

With the product line and target audience in mind, all available brand names were evaluated and recommendations made for not only the overarching brand but product names as well.

Brand story

With the Lettieri's name selected, research into company history and family heritage led to a rich  brand story:

The Lettieri family originated in Bari, Italy, a bustling seaport town on the Adriatic Sea. Frequented by fishermen and tradesmen from Greece, Croatia, Albania and other countries all over southern Europe and north Africa — a hub of international cultures and flavors. Based on this rich history, an engaging story can be developed around the Lettieri’s brand – one of tradition and melding cultures, passion and dedication to carefully crafted food, that leads to unique flavor combinations from the Mediterranean and beyond. Lettieri’s now brings Costco members these international flavors in exclusive, convenient, easy to prepare breakfast items - all made with quality ingredients and superb taste.

Brand mark/package design exploration

With name selected and brand story established, a number of logo and package designs were developed to achieve the goals defined in the creative brief and connect with the target audience in a meaningful way

With final brand direction and package design established, final production on packaging, promotional materials, in-store POP and online assets were developed.
The core Lettieri's brand has also been applied to a line of convenience store products and continues to expand.

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