THE NEW PACK AND ITS TRACEABILITY SYSTEM
The first application of the consortium’s new identity is its inclusion on the prepacked portion of Prosciutto di San Daniele ham sold on the mass market. This sober and discreet identity communicates flavour and authenticity on the entirely see-through pack, which aims to symbolise a higher level of transparency. To this end, the most revolutionary part of the new pack, apart from its design, is the introduction of an exclusive digital traceability system which allows consumers to trace every production step and have a complete view of the entire production chain, thanks to a unique character code on each pack. The project is supported by a special website whose design (in both desktop and mobile versions) is in keeping with the brand’s visual identity and tone of voice, so that the consortium’s new identity is perfectly represented in the user experience as well, with all its reliability and authoritativeness.