Agostoni Chocolate

Branding & Identity Case Study

Repositioning the world’s largest producer of organic chocolate to appeal to American epicurean taste buds.

Company Profile
The largest organic chocolate producer in the world, ICAM Cioccolato, sources and manufactures cocoa ingredients and semi-finished chocolate products. With lines of business in food service, ingredients and private label items, ICAM produces $140 million in yearly sales. With a new factory at headquarters, they were ready to expand their global reach.

Collect / Research & Analyze
With the majority of ICAM’s sales in Europe and Japan, ICAM approached us to see how they may expand their business into North America. After conducting a brand evaluation, competitive analysis and positioning study, we found they faced challenges in communicating their rich history, premium quality and their cutting-edge chocolate processing technologies, as well as pronunciation difficulties with the name ‘ICAM.’ Agostoni Chocolate was born.

 

Agostoni Chocolate

Articulate / Strategize & Simplify
We helped rename the company to Agostoni Chocolate so it communicated ‘Italian Family’ at first glance. Other chocolate makers were jumping on the ‘fair trade’ messaging wagon, so instead, we positioned the company with family passion, manufacturing knowledge, and artisan culture. To continue the chocolate-making tradition, we incorporated and evolved the rose from ICAM’s original company logo into the Agostoni presence so it retained the company’s identity history.

 

Sales & marketing
corporate folder.

Agostoni Chocolate

Deliver / Produce & Amplify
In developing a mark for the 65-year old company, we analyzed ICAM’s needs. The company brand needed to be contemporary and communicate “Italian.” We developed the entire brand personality: identity, stationery, marketing and sales materials, technical information, trade show presence, product packaging, private label sheets and sales binders.

 

Corporate stationery
and business cards.

Agostoni Chocolate

Elevate / Measure & Perfect
Sales have been brisk in all lines of business. Since the Agostoni brand was launched a year ago, the company secured Global Organics as its ingredients distributor as well as ChefShop and Italco for Food Service distribution. Agostoni also secured three partnerships for Private Label projects within the first three months of brand launch. Italian headquarters plans to transition changing their ICAM brand to the Agostoni brand, due to the successful response. Now that’s amore.

 

Food Service product
packaging featured actual couverature in the design.

Agostoni Chocolate

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