The Client: Iannelli's Brick Oven Bakery is located in South Philadelphia and operates out of the same building since its founding in 1910. Vincent Iannelli is the third generation family owner and honors his grandparents, Terry and Mirna Iannelli, by preparing products using their original old world Sicilian recipes.
Iannelli's Bakery signature recipe is a Sicilian cheeseless pizza recipe known as 'tomato pie'. Tomato pie was a staple of residents in the region of Sicily where Terry and Mirna were born and raised. In tomato pie, sauce is referred to as 'gravy' and the crust is an old world Sicilian recipe.
The Challenge: Vincent began receiving customer requests in the bakery to purchase Iannelli's Gravy so that they could prepare tomato based sauce meals at home using the gravy they loved. To honor his customer's requests, Vincent purchased jars and filled orders on the spot by scooping ladles of gravy into unlabeled jars and sending customers home with their gravy.
As requests grew, Vincent decided to sell his family recipe gravy in retail and online. Because Iannelli's Brick Oven Bakery had been a local business located in the same South Philadelphia neighborhood and building for over 100 years, all business was generated by word of mouth and local print advertising. Iannelli's had no visual reference for their brand other than their simple hand painted sign and awning out front with their name on it. There was no need for more, because after all, everyone knew Iannelli's.
Vincent realized that in order to sell Iannelli's Gravy into the retail marketplace, he would need to develop a brand image to represent his company and products. He would need professionally designed and printed jar labels. Vincent also realized that although Iannelli's Bakery was over 100 years old they had no company logo. In order to meet the needs of Iannelli's Bakery, Vincent contacted ideabox design studio to provide a brand identity solution.
The Solution: During collaboration, Vincent shared childhood photographs of his grandparents in Sicily and during different stages of their life. These images proved to be powerful and ideabox felt incorporating them into Iannelli's brand identity would help capture the essence of the family and their company.
Vincent felt traditional Italian colors of green and red would help represent, and pay tribute to, his family's Sicilian heritage. Ideabox design studio listened to the client's ideas and desires, then went to work on a company logo and label design concept.
Logo design concepts were quickly developed and submitted for review. Vincent quickly selected the concept that best represented the Iannelli's brand. The new Iannelli's logo was incorporated into the label design drafts and Vincent selected a draft which became the foundation for Iannelli's Gravy family of retail labels.
After design proof approval by the client, art files were submitted to the label printer for the printing and converting process. Labels were promptly produced and shipped to Iannelli's Bakery. After 100 plus years, Terry and Mirna Iannelli's Brick Oven Bakery would now be represented by a company logo, fresh brand identity and have a retail presence with their gravy on the grocer's shelf.
Another solution created by thinking outside the box, by ideabox!