Salumificio Fratelli Beretta is a longstanding Italian brand and one of the biggest Italian groups in the food sector. In 2007 they were planning to launch a new line of selected sliced meat products (prosciutto, salame, bresaola etc.) all marked PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication).

DGI was asked to define the identity of the line and to design the graphic layout of the entire product range. DGI developed a communication strategy based on the year of birth of the brand, 1812, with the goal of connecting the idea of "selection" to the long-established craftsmanship of the family, handed down through six generations of salumieri della Brianza.

In our graphic layout "1812" stands out together with the oval area that includes it and can be noticed from a distance even in the over-crowded shelf where the product is displayed. The wide text area, providing a comprehensive description of the links between the product and its geographical origin, is a new graphic motif in this category. It immediately refers to the cultural value of the product, no matter if one reads it or not.