Italia Ortofrutta – Unione Nazionale, which has represented and supported more than 150 fruit and vegetable producer organizations across Italy for over 50 years, turned to Menabò to lead the study and development of its brand repositioning strategy.
The project involved a redesign of the visual identity, the definition of a new key concept, the relaunch of the organization’s online presence, and the renewal of its institutional communication tools.
In a sector traditionally focused on production growth and regulatory matters, bringing the value of the supply chain to the forefront was the goal that shaped a solid and structured branding strategy. The aim was to build awareness and clearly communicate the Union’s distinctive role.
Land and institutions come together in the new key visual
The starting point was the restyling of the logo and the development of a new key visual, created to reflect the multifaceted and strategic role of Italia Ortofrutta. The organization acts not only as a representative body at both national and European levels, but also as a driver of technical knowledge transfer and a promoter of shared initiatives within the fruit and vegetable sector.
The new visual identity, applied consistently across all touchpoints, is built around the concepts of unity and dialogue between producer organizations and institutional stakeholders. This relationship is visually represented by the anthropomorphic leaves in the key visual, symbolizing the ongoing connection between land, expertise, and representation. The message is reinforced by the payoff: La forza dell’Unione, il futuro dell’ortofrutta (The strength of the Union, the future of fruit and vegetables).
The logo, developed with respect for the brand’s heritage, has been refined with a lighter structure, softer lines, and a more balanced, natural color palette.
A renewed website to reflect a changing identity
The rebranding took shape in a fully redesigned institutional website, featuring updated content, information architecture, and web development. The new site reflects the Union’s refreshed image while making it easier to access information and services. The redesign also extended to the microsites dedicated to Italia Ortofrutta’s research and communication projects. These independent platforms are fully aligned in structure, design, and tone of voice. Each site was carefully developed to showcase the individual initiatives in depth, increasing their visibility and enhancing usability for stakeholders and professionals in the sector.
An identity brought to life: Macfrut 2025
The new key visual came to life in the physical space of Macfrut 2025, one of the leading international trade fairs in the fruit and vegetable sector. Menabò designed the booth by translating the new identity guidelines into a clear, cohesive, and immersive experience.
The space reinforced the Union’s visibility within the exhibition landscape, striking a balance between institutional authority and openness to dialogue. Materials, colors, and content were carefully curated to express the organization’s core values and ensure consistency between digital and trade show communication.
Between knowledge and innovation: an event that gave voice to the sector
In addition to the exhibition, Menabò further supported Italia Ortofrutta in organizing the conference Il valore della conoscenza per competere nel presente e anticipare il futuro (The value of knowledge to compete in the present and anticipate the future), held during the Annual Meeting on June 10. The agency oversaw the event’s communication and coordination, contributing to the development of a format that placed knowledge at the center as a lever for innovation.
The event was structured to give voice to the sector’s key components, including the production, institutional and academic spheres, reinforcing the Union’s role as a point of connection and a catalyst for shared value.