THE REBRANDING OF THE ITALIAN FISH MARKET
A GREAT SEA STORY
Sapore di Mare is a great sea story, which has the best fresh frozen fish as its protagonist.
Since 1992, the frozen food chain has been committed to bringing the best of the sea to the table, selecting its products with care and passion, and then offering them to customers with all the convenience and quality that distinguishes the company.
In its assortment, over 300 seafood specialties are presented through “A new idea of Pescheria”, a concept that RBA Design brought to life for the pilot project linked to the opening of the store in Chiavari, which took place at the end of 2021.
Proposing a new idea of fishmonger means offering consumers an alternative way of shopping, which can be put into practice in the over 100 outlets that Sapore di Mare operates across Italy, all characterized by an urban and welcoming style.
From the fishing boat straight to people’s tables, passing through the sales points, the supply chain is controlled at every single step, which ensures that the safety of the fish is never compromised.
A GRAND AWARD REBRANDING: THE JOURNEY WITH RBA DESIGN
The desire to convey the quality and innovation that underpin Sapore di Mare’s proposal, with its unique and specialized purchasing experience, are the founding elements of the rebranding project managed by the agency. RBA Design took care of innovating all the touchpoints of the brand, after an initial phase of positioning strategy: logo, payoff, online, offline, and in-store communication.
Each of these elements, from below-the-line to above-the-line activities, has been designed to enhance the company’s new positioning on the market.
This well-rounded collaboration earned the most important of the Touchpoint Identity Awards: the Grand Award. This rewarded the new brand identity, characterized by a significant restyling of the logo, the development of a new brand visual identity, and an iconography and color palette that immediately recall the sea, almost becoming like a compass for customers.
In addition to these elements, the new concept store, developed in collaboration with the architectural studio Phase Modus, the agency’s historic partner, was awarded, too. The rebranding project started with the new store openings and gradually extended to cover the entire network of sales points, reflecting and enhancing the new identity and making the customer’s purchasing experience more engaging and stimulating.
The project also aims to highlight the company’s efforts on important issues such as sustainable fishing, energy saving, and care for the environment – all of which are considered priorities.
To confirm the success of this project, the award for best Environmental Design was added to the Grand Award, for a design that was able to grasp today’s needs in a vision already oriented towards tomorrow.
RBA Design’s journey together with Sapore di Mare features a colloquial tone of voice and is always close to the consumers. The logo and payoff, applied to every integral element of communication, have been designed to celebrate the essence and history of the company, through a familiar and immediately recognizable style that easily becomes top of mind.
The objective is to strengthen the identity of a brand that is now positioned as the largest fish market in Italy. This is why the communication to which the agency is dedicated concerns projects that range from offline to digital, including a strategy that continues to be renewed, with different formats that convey the world of Sapore di Mare in its entirety.
Recipes, Sea Stories, curiosities, and advice on how to consume the products are therefore the order of the day, in a continuous mutual exchange of stimuli and the sharing of ambitious objectives. The activity on the new site and the commitment linked to social media immediately bore fruit, delivering an absolutely optimal performance.
And it is precisely on this path that we continue to travel, as does a crew for which the search for quality and the creative communication of convenience are always the helmsmen.
