After first rationalising the firm’s distinctive values, a proprietary, flexible brand language is created that will refocus on Pizzoli’s inventiveness, imbuing it with a more emotive, empathetic trait compared to the past. A guiding concept, “Fun is a great invention”, is established. From “The potato specialist” the pay off becomes “A pleasure with its roots in our land”. The whole deep-frozen range (Linea Classica and Linea Patasnella) is restyled with the aim of placing greater emphasis on the Brand. The logo becomes a major element of both lines and is brought up to date; reference is made to elements of the past such as the two characteristic “Z”s which are reinterpreted as a strongly compensatory trait. The product is the main feature and is combined with different, creative illustrations, which are rather more understated on the Patasnella line packs that use the various colours of the pack’s top band to help consumers choose among the range.