Next level Italian

Viani products bring the taste of the real Italy home and take the customers on tour through the culinary diversity of the country. To this day, the family knows their suppliers personally, despite the company having developed into one of the largest delicatecy retailers in Germany in recent years. As a companion on this path to success, moodley has been responsible for the corporate identity since the redesign of the brand identity. A major update should now ensure that the successful brand remains equipped for the future.

With the logo remaining unchanged and the emotional guiding principle “Welcome to the family”, the design update aims to make the entire look more urban, editorial and, in the best sense of the word, more grown-up. Accordingly, the entire typography set has been updated in line with the times and, like the layout grid, simplified.

The real Italy is coming to the fore. Far from all clichés, the focus is on the down-to-earth Italian attitude to life. The imagery was carefully developed further in the direction of an authentic, editorially influenced visual style, which is also increasingly found in the various applications, right up to the new order book.

Experiences, stories and the discoveries from the Viani food journeys are at the center of the brand story. Target group-oriented storytelling about the products, the origins and the Viani family, with all employees, producers and customers, becomes the means of choice. A “Giornale” – a Viani newspaper – was developed for this, which is available in the shops and takes customers to an Italy without clichés.

In terms of language, the brand has therefore also undergone an evolution: Its tone has been adapted to the new style, which is focused on the stories behind the products without losing its charm.

For the retail concept launched in 2019, which currently comprises eight locations, moodley also developed the brand concept for the point of sale – from the emotional brand presentation on site to suitable print material and the appearance on the facade.