1. The Challenge
A Once-Acclaimed Brand Losing Its Foothold in Homes
Matarazzo is a renowned Argentine brand specializing in the pasta category, boasting over 80 years of leadership and the most extensive product range. Given the significant downtrading trend witnessed in the segment in recent years, brand managers recognized an opportunity to elevate its status through the introduction of a premium product sub-line. Impressed by our track record in repositioning major brands, the team placed their trust in Tridimage to develop the identity, branding, and packaging for this new line.
While it was a sub-brand, we recognized the significance of thoughtful naming. Tridimage´s assistance was invaluable. We explored various approaches, all of which met the criteria outlined, and ultimately settled on a name and personality that authentically embodied the brand. Additionally, they emphasized the importance of conveying a genuine narrative to establish a connection with the consumer base—a story that is valued and stirs a genuine desire for the product. Their guidance in this aspect was immensely valuable.