Creating a brand narrative
for the food equipment sector
We guided the company Orved through a shift in perspective: from simply selling vacuum-sealing machines to creating a complete offering for organizing kitchen work in a new way.
Natural Vacuum: a campaign
that presents "vacuum-sealing"
from a new point of view.
The first step towards a new communication approach was the campaign "Inside the vacuum, there's a living world" to tell the story of how this technology can enable fully circular and sustainable food transformation processes.
A new story built around several threads:
technology, sustainability, new possibilities.
The corporate website gathers and presents the complete story of the company and its products. We completely rewrote it to clearly and directly show chefs the reasoning behind Orved's proposal to use these machines to work differently and more efficiently. Hence the new product technologies and the ability to complete processes without wasting food, energy, or time.
Contributions from different visual languages
for a single communication goal
To communicate the complexity of the production processes concisely, we used different visual languages, making them coexist, bringing them into a system, and giving them specific goals to reach our chef users. Food photography, infographic diagrams, stop-motion videos, icon sets and renders are used across different pages, positioned at the right point in the story, without interfering with one another.
Print communication:
a mini series of catalogues
To lighten agents' and customers' bags and backpacks, we rethought the print communication tools, moving from the old hundred-page single catalogue to a mini series of more targeted catalogues, coordinated through a cover system. So we have the brand's corporate story in one booklet, the new technology story in a second brochure, and the technical spec sheets in a third item that can be freely assembled as needed through online software connected to the website.
PROJECT CREDITS
Studio Visuale + Orved
For Studio Visuale creative direction Daniele Balcon and Francesco Pia;
web project coordination Corrado Loschi
For Orved project coordination Bianca Salvaro and Stefano Maberino
The following contributed to the projects: Daniele Balcon (art direction); Corrado Loschi (web coordination); Francesco Pia (video coordination); Marta Pulin (graphic design); Leonardo Gava (layout); Alice Musi (video editing); Angelo Fiorito (web development); Cosimo Bizzarri and Lisa Cadamuro (copywriting); Alessio Zennaro (rendering); Riccardo Urnato photographer (photography); Cross Value (printing)
