- For more than 100 years, the DiBella family recipes have been handed down from generation to generation. With this warm story of a loving family baking together, McLean Design sought to build that richness and history into the new brand and packaging, so its virtues would be obvious at a glance. Now, great grandmother Josephine has been enshrined in the family’s premium brand mark, and her authentic Old World recipes are finally being made available to appreciative audiences around the world.
CONCEPT DEVELOPMENT, BRAND DESIGN, PACKAGING DESIGN, SALES SUPPORT MATERIALS
- This 2-piece prototype showcases the super premium positioning originally achieved for the DiBella cookies line, complete with intricate embossing, foil details, and matte and gloss varnishes, a perfect representation of the painstakingly handcrafted, small-batch product inside. Although more approachable packaging was eventually developed to meet mainstream grocery opportunities, this concept box established the brand and trade dress, attracted investors and buyers, and opened the door to retail.
- Standing in stark contrast to standard white bakery bags (and market leader Pepperidge Farm), DiBella offers a distinctive experience of Old World indulgences through its tuxedo-black trade dress. The pin-striped packaging is the perfect stage for provocative natural light photography of delightful treats, paired with tantalizing descriptions of its wholesome ingredients. The overall effect highlights the DiBella family history of baking with love, which permeates these authentic Italian artisan-style cookies.
- Fledgeling brands must take every opportunity to help establish themselves as a worthy contender. For DiBella’s sales brochure, McLean Design met this challenge with a unique blend of natural light photography and quirky heartwarming stories about the origins of each family recipe — some created for special occasions, some verging on scandal, but all of them showcasing the idiosyncrasies of a big Italian multi-generational family that truly appreciates the value of extravagant delights.
- The DiBella web site serves a double purpose: First and foremost as an industry marker and touchstone for prospective buyers, and only secondarily to inform consumers who want to know more about the brand and the products they make. The view at McLean Design has always been that buyers are consumers, too, since their sole purpose is to shop for their shoppers, so we built this site on the premise that whatever delights the consumer, delights the buyer as well.
- A well rounded presentation at trade shows can make or break a new brand. Showing beautiful product and providing useful information are paramount, but the most important aspect of a trade show booth is to demonstrate the power of the brand, and to put it’s various and diverse communications elements into play, creating a unique and compelling vision of the brand in a retail environment. DiBella’s recent trade show resulted in 8-million biscotti sold to one account, so this humble 10×10 must be doing its job.