Since 1948, Ultra Lucca has been bringing the best quality in authentic Italian specialty foods to the San Francisco Bay Area. From a culinary tradition established in Borgotaro, Italy, the business was founded by Annibale Giovanni Ferrari in 1919 and passed on to family members for generations. Third-generation owner Paul Ferrari continues the Ultra Lucca business by catering to the tastes of lovers of authentic Italian food.
A.G. Ferrari: A legacy informs an identity
Challenge
Landor's challenge was to create an identity for Ultra Lucca that clearly expressed its heritage, company spirit, and passion for food in the authentic Italian tradition. The identity needed to be positioned so that it would enable the company to expand nationally. Landor examined all brand communication elements, including the name, retail environment, and packaging. Focusing on the brand essence of food, Italian authenticity, and tradition, Landor created a new brand vocabulary for Ultra Lucca.
Solution
To reflect its heritage, the company changed its name to A. G. Ferrari. Landor created an identity and pictorial etchings that express the legacy and tradition of the company. The retail environment reflects an atmosphere of authentic Italian gastronomy: handwritten price labels, chalkboards listing personal recommendations, and wood crates with fresh produce. The store interior’s neutral palette of white walls, gray concrete flooring, white carrera marble countertops, light wood fixtures, and stainless steel trim allow food to be the ultimate hero.
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