Brand Identity and Packaging for Zig
A 1967 signature gives everyday snack breaks a new spark.
LETERRA7 repositioned Zig, a historic Italian dried-fruit and nut brand, from a price-led commodity into a companion for everyday pauses. The rebrand reinterprets Zig's 1967 logo and extends a flexible verbal and visual system across packaging, digital, retail, photography, and animation.
Insights
- Lettera7 reinterpreted Zig’s original 1967 logotype, found in the company archive, retaining its fluid, imperfect character as a link to the brand’s history.
- Four narrative territories organise the identity around everyday breaks, sharing, daily rhythms and a small burst of energy, giving the brand a vocabulary beyond weight and price.
- Natural colours alternate with brighter accents; everyday-life photography and small animated gestures carry the positioning into image and motion.
- The identity extends from Fruits & Nuts packaging to retail and digital touchpoints. Ecommerce collaborator Octopus separately translated Lettera7’s brand manual into page structure, photography and microcopy for consumer and business customers.
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