Negroni’s “la Buona Stella” revamps its packaging for cold cuts with Armando Testa.
To mark its restyling, the “Stella” brand is introducing four delicious Italian-style paninis for the summer, perfect for lunch or a tasty, practical snack.
A new system pack, a refreshed visual identity, and a distinctive positioning for the Negroni cold cuts range placing the iconic Stella centre stage: the brand tells the story of how its identity has evolved with a project that combines its century-old heritage with contemporary language created by AT Design, the Branding & Design unit of the Armando Testa Agency.
At the heart of the restyling— available in all points of sale starting from the end of April—is a dialogue between past and future. The shapes and colours that have moulded the history of the iconic Negronetto salami have been revived today with a clean, modern layout, characterized by a deep blue that marks a return to the brand’s visual roots. Indeed, this colour not only recalls the brand’s historic packaging, but also becomes the background for the Negroni Star. The choice of this colour and structure transforms the packaging into part of the storytelling, and continues the concept of the new campaign “La tua Buona Stella,” (Your good star) created by Armando Testa.
The transformation is completed by the claim introduced on the packaging, “La Stella che significa Qualità,” (The star that means Quality). More than a mere logo, it is a real promise, a tribute to the Negroni legacy and the excellence of the goodness, unchanged over time. The Star is the starting point of all communication assets, and is now transformed into an even more unique and ownership symbol.
The rebranding project is naturally extended to the points of sale, creating a visual experience that uses the brand’s colour, look & feel, and iconic jingle that create a virtuous journey inviting customers to follow “La tua Buona Stella” right to the shelf.
During the restyling, Negroni is also expanding its offer with a new product: Pre-sliced Napoli Salame. Inspired by Neapolitan tradition, the selected meats and smoking process before curing, enhancing its intense and spicy flavour, are what makes it so distinct.
FOCUS – THE 4 SUMMER PANINIS ACCORDING TO THE STELLA BRAND: 4 DELICIOUS COMBINATIONS WITH NEGRONI COLD CUTS FOR QUICK AND TASTY SNACKS OR LUNCHES
As summer approaches, our desire for practical recipes without sacrificing flavour increases. That’s why the Stella brand is reviving a great classic: the Italian panini, paired with four creative recipes featuring Negroni cold cuts. These delicious options offer a quick, fresh, and high-quality gourmet experience, but also celebrate the redesign of the range and the new pre-sliced Napoli Salame:
- Amigo with cooked ham, grilled peppers, and smoked provola: a panino inspired by the fantastic world of ’80s video games. Ingredients: 2 slices of Negroni High Quality Cooked Ham; 1 tablespoon cream cheese; 2 slices of whole wheat bread; chives; 2 slices of smoked provola; lettuce to taste; 2 slices of peppers; extra virgin olive oil and salt to taste.
- Wholewheat panino with raw ham, mayonnaise, and courgettes: a perfect idea for the warmer months. Ingredients: 1 whole wheat roll; 1 package of prosciutto; 1 courgette; 1 tomato; lettuce to taste; mayonnaise to taste; salt, pepper, extra virgin olive oil to taste.
- Panino with Napoli salami, artichokes, and mozzarella: a boldly flavourful choice for those who love layers. Ingredients: michetta bread; slices of Negroni Napoli salami; Artichokes in oil to taste; 1 mozzarella; black olive pâté to taste; rocket to taste.
- Panino with Negronetto, smoked scamorza, mustard, chicory, and sun-dried tomatoes: a panino for anyone who loves strong flavours. Ingredients: 8 slices of Negronetto; 1 durum wheat roll; 3 sun-dried tomatoes; 1 tablespoon of mustard; 3 slices of smoked scamorza; a few fresh chicory leaves.
CREDITS
Agency: Armando Testa
Creative Team AT Design: Patrizia Massarenti, Lara Aldrighi, Dario Trigiani, Federica Lamonarca
Client Service: Gabriele Nolfo
