Creating a brand identity for a new trade fair format
Sector
Catering
Tools
Naming, logo, communication concept, launch campaign, flyer, maxi billboards, trade fair stands, promotional materials, social posts, media and digital banners
Description
Saperi e Sapori is the new trade fair format born from the collaboration between the Friuli Venezia Giulia Region and the most representative associations and organizations of the territory.
An important showcase to tell the excellence of the region through the best artisan and agri-food products, enhanced by a memorable and appealing brand identity and multi-channel communication tools.
Naming
The naming connects two similar words, open to multiple interpretations.
Thus, the identity of the fair, capable of uniting culture and traditions, arts and crafts, man and matter, is explained in an intuitive way, also supported by the payoff “All the beauty and goodness of saper fare in Friuli Venezia Giulia”.
Logotype
The logo created for Saperi e Sapori responds to the need for uniqueness and recognisability of the fair, with a design that highlights both the visual and experiential aspects.
The unusual “mirrored” construction of the logo is characterised by shapes that simulate the interlocking gears of a clock, the flavourful spiral of a Gubana, the sinuous curves of a violin, with intense and brilliant colours that, although inspired by the natural shades of earth, wood, flour, water, are revisited in a more contemporary way.
Communication Concept
The communication concept created focuses on the man-material binomial and the artisan’s ability to “know how” with simple ingredients and raw materials, authentic excellences of the territory.
Launch campaign
In order to give the fair the right visibility, a communication campaign was created, both offline and online, with visual creativity and copy focused on stimulating people’s curiosity, promoting the event.
Flyer
The campaign was declined in layouts and contents for flyers, distributed among points of sale and retail spaces in the territory, to intercept in a simple and immediate way the greatest number of interested people, among potential visitors and exhibitors.
Maxi Billboards
Another variation of the campaign led to the creation of large billboards, positioned in strategic points of the region, to capture the attention of passers-by and encourage participation in the event.
Exhibition Stands
Another key element of the communication of a trade fair is the design and creation of the exhibition spaces, which in addition to physically reproducing the identity of the event must be functional for both visitors and exhibitors, representing an added value of the trade fair experience.
Gadget
To celebrate and enhance the new fair concept, promotional materials were selected and customized to be distributed during the event, to strengthen the brand identity and leave a good memory to visitors.
Social Media Posts and Digital Banners
The contents for social posts and digital banners were curated respecting the communicative identity of the new concept, with the aim of expanding the visibility of the event online, in an even more immediate way.
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