Landor Revitalizes Italy's Popular Nostromo Tuna Fish Brand

Nostromo, one of Italy's most successful tuna fish brands, has unveiled a new look for its packaging and has also launched a new line of products. Partnering with Landor Associates' Milan office, Nostromo revitalized both its visual identity and packaging system in order to re-launch the brand and consolidate its market position in Italy, which is 2nd after Riomare.

Nostromo, one of Italy's most successful tuna fish brands, has unveiled a new look for its packaging and has also launched a new line of products. Partnering with Landor Associates' Milan office, Nostromo revitalized both its visual identity and packaging system in order to re-launch the brand and consolidate its market position in Italy, which is 2nd after Riomare. Yet while the brand had captured significant marketshare, Nostromo realized that it needed to increase visual recognition among consumers. In Italy's tuna fish market, 16% of impulse purchases are based purely on product packaging — making it a significant and strategic component of product marketing. As part of the visual identity re-design, Landor conducted an in-depth brand analysis, finding that Nostromo has equity in the figure of Nostromo the fisherman as well as in the colors yellow and blue. By capitalizing on these two key elements in the packaging re-design, Nostromo is now better able to communicate its brand values while also differentiating itself on frequently overcrowded supermarket shelves. Landor re-designed the Nostromo figure, which retains its role as symbol of the product, but has taken on a more contemporary and effective look — one that is symbolically oriented to the future. Landor then extended the new image to Nostromo's broad range of established products as well as through a new product line that includes first choice, specialties, premium and catering. The new look will also support the launch of Nostromo's new line of salads. The new packaging rolls out in July 2002. Highlights of the Italian tuna fish market: 728 million liras: value of the entire preserved fish market 102,000 tons sold annually Penetration into about 90% of Italian families Impulse buying stimuli: price, promotional offers and packaging (16%) For additional information,