AEQULIBRIUM FIOR DI…:
Background: Aequilibrium is a brand owned by AIA, an Italian agri-food company with a turnover of € 2.97 billion in 2018. Aequilibrium was born in 2005 and was the first line of cold cuts dedicated to “well-being” as they combine the taste of sliced meat the lightness of white meats. Over time the positioning evolves to the point where lightness increasingly embraces that of taste. The segment of poultry meats today is the third in the market of which Aequilibrium holds about 40% of it.
Strategy: the aim of the project was to expand the range with a mini-line of high added value products characterized by “only natural ingredients”. These new products therefore represent the highest quality point of the Aequilibrium range.
The project: The new Aequilibrium “Fior di” created by NEOM represents an evolution of the system created in 2018, however integrating different values and messages, primarily, the naturalness of its ingredients and the different positioning, communicated on the pack through the colors, fonts and messages.