— Building a food brand capable of taking Molise beyond its borders.

Sua Eccellenza Molise needed to become more than a local food shop. With a physical store in Portocannone and an online presence, the brand needed an identity capable of translating regional pride into a clear retail experience. It also needed to make Molise recognisable to people who had never visited this small region in southern Italy.

I positioned the brand as a guide to Molise rather than simply a reseller. Every product becomes an entry point into the region’s traditions, makers and landscapes. Tradition, craft, provenance and environmental responsibility became the foundations of the experience.

The outline of Molise became the primary recognition device: a frame, a stamp and a stage for products and stories. Geography turns into a brand asset. A deep blue and warm red palette adds confidence, while editorial typography and seal inspired details convey provenance and craftsmanship.

The system extends across packaging, outdoor campaigns, social content, product storytelling, retail interiors, business materials and vehicle graphics. Each touchpoint reinforces the same promise, expressed in the line Porta il Molise sulla tua tavola: bring Molise to your table.

The proposal creates a coherent foundation for a modern regional brand. It is rooted in place without becoming folkloristic, and flexible enough to grow across physical retail, digital commerce and communication.