The project aimed to perfect the brand development strateg, to define a brand architecture and develop a product image consistent with this strategy, shifting perception towards a more empathetic rather than functional dimension. A “Friendly Chef” brand personality was created: it helped to effectively manage all food preparation phases. The brand architecture was redefined and visually differentiated through bright, vibrant colors that made it easier to intuitively identify product use based on function: CUKI Cook, Preserve, Preserve and Cook, Freeze, Present, and Prepare. The logo preserves positive recognition and leanness yet acquires a subtler connotation that transforms it from mechanical to expressive, from industrial to domestic. The visuals are refreshing and creative. The new packaging system, with casual style that is also attentive to detail, expresses a strong, unique brand identity, a clear segmentation of the offer, and a detailed product description.