Rebrand & product launch
Italian roots. British made.
Issue
Whether its mozzarella, tomatoes or even flour, Italian pizza chefs think Italian is best. Wright’s ’00’ Neapolitan style pizza flour brand Capella was being dominated in the market. We needed to create a brand and launch campaign that proved to Italian pizza chefs that flour milled in the UK is not only as good as Italian flour. It’s better.
Idea
Developed in collaboration with Italian pizza chefs, the renamed Sonata underwent a rebrand, and a launch campaign was created, that drew on the parallels between the product and Italian pizza chefs that have made a life for themselves in Britain. The Italian Roots, British Made campaign was born. The idea leveraged pizza experts as brand ambassadors, creating credibility for the flour, giving it weight and appealing to Italian pizza chefs.
Impact
The rebrand has been transformational for the business, and has given Sonata a clear identity and positioning. Since launch, Wright’s have seen an increase in sales month-on-month, gaining new wholesaler and restaurant leads as the brand continues to grow.
Project
Rebrand & product launch
Services
Branding
Naming
Photography
Social Media Management
Strategy
Visual Identity System
Film Direction
Packaging Design
Website Design
Website Development
The Ferrari of flour
The secret to making the perfect Italian style pizza is no longer under Nona’s lock and key. The secret is British milled, Sonata pizza flour. As part of the launch, we leveraged authentic Italian pizza experts, already lovers of the brand, to show it's ok for Italian pizza chefs to buy British.
Armed with this strategy, we helped create everything from brand identity, campaign ideation, packaging, launch films, photography, social media management and uniform design.
Letting the chefs do the talking
In creating testimonial films for the Sonata launch, we provided a platform for renowned Italian pizza chefs Umberto Russo and Giacomo Apicella, to share their passion, expertise, and genuine love for Sonata Flour.
By letting the chefs take centre stage, we ensured an authentic representation of their experiences, highlighting the product’s excellence through the lens of those who truly understand the artistry of pizza making.
Inspired by Napoli. Milled in Britain
After advising Wright’s to update their packaging, a fresh identity was created, elevating the flour’s look to a premium level and standing out amongst competitors. Featuring renowned pizza chef Ricardo Regalado and Giacomo Apicella, the packaging provides leverage to Sonata when appealing to Italian pizza chefs and the wider market.
Taking it back to school
Alongside the Sonata flour launch, The Sonata pizza school required a social media launch campaign. Complimented by a dedicated influencer launch event and accompanying promotional materials, assets included student aprons, chef jackets, interior graphics and more.
