Challenge

Milano Ristorazione, a public company which supplies food to schools and collective catering, entered the open market: the challenge was to strengthen its social vocation even through profitability.

Solution

Founding the new “Ready-to eat” brand on its competitive value-for-money, with a narrative about the quality, the artisanal production, and its bond with Milan, a city that keeps becoming bigger and bigger and, as Milano Ristorazione hopes, more inclusive.

strategy naming storytelling brand idea brand language packaging