The first Italian food lovers' community in belgium

LaFamily is a community for food lovers. Launched in early 2016, its goal is to connect directly small local producers of authentic Italian food with consumers via collective buying.

In November 2015, we conduct a market analyses about food purchased online in Belgium, one the fastest growing county in Europe for online shopping. At that point in time, it was clear that also food lovers were less and less keen to pay a premium price for groceries. Moreover, these consumers were also becoming more conscious about environmental and ethical issues and were not believing that the traditional retailers would treat their suppliers fairly and provide the quality food that consumers were expecting.

Authenticity at a competitive price was the starting point for the brand positioning.

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Development of the brand identity

First sketches of the typeface As authenticity and craftsmanship were key values of the brand, we developed a distinctive calligraphic typeface to bring these values to life.

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Logo design and guidelines

The name La Family was already conveying direct connection, or closeness, between producers and buyers, as well as the link to food & kitchen. We, however, also wanted to express visually the warmth of this concept in the logo, through a stylised mouth similar to the smiley emoji.

All these elements are living inside a hexagonal "seal", that wants to be the distinctive quality stamp of La Family.

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First applications

Building brand recognition goes by the consistent application of the brand identity, through all communication channels and vehicles.

That's why we applied it on all materials, from Facebook ads to web banners and newsletters, from e-mail signatures to letterheads, business cards, envelopes, shopping bags, stickers, personalised t-shirts, promotional gadgets, point of sales materials, brochures, etc. They are all important touch points with consumers where the brand has to be faithful to its positioning, look and tone of voice.

Web design and content creation

While visiting other online food-selling shops, we noticed a poor image quality when presenting the products and a lack of information about their production chain. Also, in most cases, site navigation was suboptimal due to unclear and scattered catalogues. That's why we built an intuitive endless-page website with all the needed background informations about the food and recipes, while keeping the Market page separated.

We shot in-house 20 table-tops of the finest products from Italy, which are La Family key visuals. Also, we continue supporting the e-commerce platform look&feel with our own photos for the online catalogue.

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