ICAM Cioccolato (subsequently rebranded to Agostoni Chocolate) is the largest organic chocolate producer in the world, and produces $140 million in yearly sales across business lines in food service, ingredients and private label items. With the majority of its sales in Europe and Japan, ICAM was ready to expand its global reach to North America.
After conducting a brand evaluation, competitive analysis and positioning study, Ramp Creative (www.rampcreative.com) found the 65-year old company faced challenges in communicating its rich history, premium quality and cutting-edge chocolate processing technologies, as well as pronunciation difficulties with the name ‘ICAM.’
Ramp helped rename the company to Agostoni Chocolate to communicate ‘Italian Family’ at first glance and positioned Agostoni with family passion, manufacturing knowledge and artisan culture. Ramp incorporated and evolved the rose from ICAM’s original company logo into the Agostoni presence so it retained the company’s identity history.
Ramp developed the entire brand personality, including identity and packaging design, stationary, marketing and sales materials, technical information, trade show presence, private label sheets and sales binders.