Packaging Design | Visual Language | Photography | Artwork
Injecting the spirit of Napoli into a much loved family favourite.
Napolina is a brand with a rich heritage. When the founder, Marino Iandiorio, launched Napolina (little Naples) in 1965, he wanted to bring the vibrant flavours of Naples to the UK. Almost sixty years on, the brand has grown to become the UK’s No.1 Italian cooking brand.
But the competitive heat has been turned up both from private label and other Italian brands who have entered the market. We needed to re-establish the brand as a beacon of quality through celebrating its authentic Neapolitan roots.
Supported by a new advertising campaign, our starting point was to hero the amazing ingredients. Some people may consider Napolina’s ingredients as humble staples but we set out to champion the genuine care and passion that goes into every one of the products.
New photography showcases the ingredients with unashamed confidence, through dramatic lighting that comes alive against the famous black canvas. To convey a splash of that Napoli energy and spirit, we introduced a bold framing device that aids customer navigation and on-shelf impact. The silhouette of Mount Vesuvius sits proudly at the top of the packs working as a shorthand to our origins, whilst delivering an extra level of distinctiveness on shelf.
Every detail was carefully crafted. The refreshed logo lock-up, the burst of colours that celebrate the heart and soul of Napoli, the Italian deli-inspired typography and the touches of Italian language.
The rebrand doesn’t just update Napolina’s image — it brings the spirit of Italian cuisine to life. Along with this colourful transformation, Napolina is set to launch an exciting range of new products, promising to delight both longtime fans and newcomers. This makeover not only captivates a new generation of food lovers but also reaffirms Napolina’s spot at the top of the culinary charts.
“The Honey team have been the perfect brand partners for us, on our mission to elevate Napolina in the many highly competitive categories we operate in. They have brought creative confidence, an eagle eye for detail and boundless enthusiasm through the entire rebranding process. We’re so proud of the end result and look forward to working with Honey as we move forwards.”
Jeremy Gibson, Marketing Director
“The Honey team have made a big impact on the Napolina brand look and feel, all in a relatively short period of time. Their expertise, creativity, and dedication is first class. In leading the packaging redesign they amplified the equity in the brand and brought real creative vision. The team is a pleasure to work with and we continue to work as one, collaborative unit in the development of the latest phase of our exciting innovation and communication plans.”
James Crorie, Head of Brand