Case Study | Capo Piadina’s Printed Marketing Tools For Local Markets Use
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n today’s digital age, printed marketing tools continue to play a crucial role in connecting businesses with their audience. These tools not only communicate key information but also embody a brand’s identity, creating a lasting impression.
At Visual Targets, we recognise the importance of combining functionality with cohesive design to craft materials that captivate and engage customers.
The Story of Capo Piadina
Capo Piadina is a family-run business originating from the rich culinary traditions of Italy. Their specialty is the ‘piadina’,’ a traditional Italian flatbread that’s similar to a large, soft taco but stuffed with a variety of delicious ingredients. This lesser-known delicacy offers a fresh alternative to the typical pizza, bringing authentic Italian flavours to local Australian markets.
A standout feature of Capo Piadina is their dedication to authenticity—they import premium Italian cheeses to use as fillings, elevating the taste and quality of their offerings. This commitment to traditional ingredients underscores their passion for sharing a genuine slice of Italian cuisine.
| When Capo Piadina approached us, they already had a strong brand presence with their signature logo and eye-catching red food truck. They wanted us to design: |
| • A large pop-up banner to display their menu at markets, • A handout menu, and • A business card. |
Our challenge was to ensure all these printed tools reflected their vibrant brand identity while serving their practical needs.
The Challenges and Opportunities
Fitting All the Information on the Banner
One of the primary challenges was to present an extensive menu on the pop-up banner without overwhelming potential customers. The menu included a detailed list of ingredients, sauces, and various piadina options. To address this, we employed strategic design techniques:
Categorisation and Hierarchy:
We organized the menu items into clear categories, allowing customers to navigate the offerings effortlessly.
Subtle Differentiation:
For instance, in the sauce section, we prefixed ‘sweet’ and ‘hot’ in smaller fonts before ‘chilli sauce.’ This approach ensures that customers seeking specific flavours can identify them quickly, while others are not distracted by unnecessary details.
Maintaining Brand Consistency
Maintaining brand consistency was another critical aspect. With the existing red colour of their food truck as a reference, we matched the banner’s hue to ensure harmony across all marketing materials. We also incorporated elements from their logo:
Chalk-Style Lines: The rough, chalk-style lines from the logo were used as decorative elements behind the text, adding a handcrafted feel.
Typography: We utilized their signature font, known for its boldness and clarity, ensuring readability and brand recognition.
Italian Flag Motif: The Italian flag present in their logo was subtly integrated at the bottom of the banner, serving as a visual separator and reinforcing their heritage.
Managing Visuals Without Overcrowding
Incorporating visuals of the piadina posed a design dilemma. While images could entice customers, the banner was already content-rich. Instead of multiple small images, we opted for a single, prominent image at the top. This not only showcased the piadina effectively but also acted as a natural divider, guiding the viewer’s eye through the content seamlessly.
Creative Touches to Highlight Spice Levels
To indicate spice levels —a crucial detail for many customers— we used chilli icons with a twist: white chillis with flame accents. This ensured they stood out against the red background, maintaining both functionality and aesthetic balance.
Crafting Attention-Grabbing Copy
At the top of the banner, attention-grabbing statements were added to highlight Capo Piadina’s unique offerings:
“It’s not pizza, it’s piadina!” This statement introduces customers to the distinctiveness of their product.
“Imported Italian cheese!” Emphasizing the use of authentic Italian cheese appeals to discerning customers and elevates the perceived quality of their offerings.
Adapting Designs for Smaller Tools
To indicate spice levels —a crucial detail for many customers— we used chilli icons with a twist: white chillis with flame accents. This ensured they stood out against the red for the handout menu, we created a scaled-down version of the banner, ensuring consistency in design and information.
The business card incorporated elements from the menu and featured a QR code linking to their website, catering to tech-savvy customers and providing easy access to more information.
The Results
The collaboration with Capo Piadina resulted in printed marketing tools that were not only functional but also cohesive with their brand identity. The consistent and thoughtful designs enhanced their presence at markets and events, attracting more customers while reinforcing their dedication to authentic Italian cuisine.
Faye, Sim, and Pietro invite you to enjoy their delicious piadinas at the Caloundra Street Fair, Aura Market, and other special events like birthday parties. For inquiries, reach out to them at info@capopiadina.com or to book private events on 0450 622 036.
At Visual Targets, we believe printed marketing tools are a vital part of any brand’s strategy. If you’re looking for creative, functional, and visually compelling designs, contact us today to see how we can bring your vision to life.
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