Crafting a fresh identity for a frozen foods manufacturer
Background
The New York-based frozen food company had started small, with deep Italian roots. Then it grew — and kept growing. After several acquisitions, the manufacturer now owned six food brands spanning food service, retail, and industrial verticals. It was time to organize its offerings under a new holding company brand.
The challenge
The leadership wanted to highlight the company’s heritage — without being boxed in by it. While their primary focus was frozen pastas, the company had already expanded into other non-Italian offerings. The new brand needed to maintain that balance: continuing time-honored Italian traditions, but with an open, forward-thinking feel.
Our approach
Our team dove head-first into the discovery process. We interviewed nine of the company’s customers, led a half-day strategy session with leadership, and reviewed the company’s existing messaging — as well as their competitors’.
We compiled and shared our findings in a second presentation. After landing on key themes — food innovation, Italian heritage, elevated sophistication, and visual uniqueness — our team got to work creating distinct, ownable names and looks.
Results
In total, FVM delivered 90 naming options reflecting our four core findings. In addition to conducting preliminary trademark research for the names, we built out brand identities for the finalists.
The six visual identification boards explored a wide range of type treatments, colors, and pasta shapes, providing a variety of options for the company to showcase their legacy — and continue growing it into the future.
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