(Article)
The label as a positioning asset for a food & beverage brand
The label is not decoration: it is the first point of contact with the consumer and carries the positioning before the price.
By Beatrice Vernocchi
On the shelf the label communicates the brand promise in seconds. It is a positioning asset before an aesthetic object: every typographic, chromatic and claim choice steers the purchase decision.
In Italian food & beverage the label must hold both the regulatory constraint and shelf recognisability. The two are not in conflict: they are designed together.