From is a new brand created within Consorzio Melinda. It gathers farmers’ associations from all around the world under its umbrella to offer the finest products from the best production areas. The objective was to develop a global brand which could compete with other international brands with very generalist product ranges, by using the products’ origins as a differentiation lever. From its strategic positioning to its name and visual identity, the project centred around the guiding concept of “Real Quality (of life)”. The short, simple name is easily understood in many parts of the world. It becomes a message in its own right, much more than a simple logo.