Our cooperation with Zeta began in 2014. In competition with the stores' own branded goods, Zeta's identity needed to be strengthened. We started with the overall branding, where we chose to focus on the Italian origin of the family business with the concept "From a family where food is love". At the same time, we chose to use three core values from Italian cooking - tradition, passion and simplicity - as a guide for both communication and design.
To strengthen our competitiveness in a variety of product categories, we needed to develop cohesive elements that could be applied across the entire range. The requirement was to always be recognizable, but never uniform.
The result was a design with a clearly defined foundation for typography and form, but with lots of variability. Rooted in the Italian legacy, but with the power to grow and develop for many years to come.
Photo: Björn Tesch