Branding A Flavor Colossus

When Salumi, the renowned Seattle-based Italian delicatessen came under new ownership, its world famous house-made salami needed a new brand to accommodate its transition from regional delicacy to nationwide retail.

Established in 1999, Salumi’s original brand was centered on its physical location and its founder’s traditional heritage. The new owners needed to bring the brand into a new future that was reflective of their ambition and values and that set it apart from the pack.

Our strategy was to position Coro as the jazz musicians of salami. Improvising, riffing on standards, and bringing a sophisticated spin to new flavors. Inspired by the free form spirit and undeniable cool of jazz and bebop records from the classic era of American jazz, we brought that kinetic energy and style to the brand’s identity and packaging.

Roles

Strategy
Naming
Positioning
Brand Development
Brand Narrative
Creative Direction
Art Direction
Identity
Design
Illustration
Packaging
Collateral
Copywriting
Digital Experience

Roles

Strategy
Naming
Positioning
Brand Development
Brand Narrative
Brand Stewardship
Program Development
Creative Direction
Art Direction
Identity
Design
Illustration
Packaging
Collateral
Copywriting
Digital Experience

  
    Invention With Intention
  
  Salumi was a fine name for a deli but for the retail product, as the name of the category itself, it wasn’t viable to expand the brand under that name. We returned to our strategy and the influence of jazz music for inspiration. 

Coro, the Italian word for chorus, has many layers of meaning for the brand. It serves as a nod to the brand’s Italian heritage, and its connection to music, but it also serves as a metaphor for bringing together the many voices of flavor, ingredients, and the people who make it the exciting new take on salami that it is.

March Of The Piccolos

Coro’s packaging a visible departure from traditional salami brands. Each piccolo is wrapped with a unique poster image inspired by the classic jazz and bebop albums of the 50s and 60s. The distinctive colors and patterns for each salami enhances shopability and serve as a distinct differentiator in the category. This approach creates a cohesive and recognizable brand presence while allowing for an extendable and expressive packaging convention for future SKUs and special releases.

More Work