The client
Deep in the foothills of northwestern Emilia-Romagna, is the medieval city of Parma. This is the birthplace of Parmigiano-Reggiano, which was developed hundreds of years ago, and where Bertozzi still comes from today. Today Bertozzi's rigorous selection of the best cheese available made them the gold standard of Parmigiano-Reggiano. A pioneer in the food industry, Bertozzi was able to transform the artisanal process of crafting Parmigiano-Reggiano into a regional - and then national - business.
The challenge
Bertozzi asked QNY to create a 4-page leaflet for its B2B clients, that introduces its product range while giving an insight into the traditional Italian brand and its production and supply process. During the creation process, I had to face obstacles like working within a limited space, while creating a visually appealing design and maintaining brand consistency across all marketing materials.
Process and elements
To convey all necessary information effectively without overcrowding the design, I placed the product information on one side while dividing the brand history, production, and supply chain. I had to arrange information hierarchically to ensure the most crucial details caught attention first, guiding the reader through the content flow. Images and copy were placed within a clean layout while balancing text and visuals. Two typefaces were used acting for the headlines and main copy. Additionally, I used gold and red font colors to emphasize numbers and important information. Together with icons, it creates a visual navigation that grabs attention. At last, a vector illustration of a map was modified to showcase the different regions of the production plants to simplify the information flow.
Print Considerations
While creating the layout I had to include the printing process and its many requirements. I set the bleed areas to 3mm and ensured that no text or graphic element was accidentally cut. Image resolution had to be optimized at 300 dpi for high-quality prints and all colorways had to be set in CMYK.
Making changes and adding information
While working closely with Bertozzi several changes were made to the design to ensure that all information was presented. This cooperation led to the final result that successfully blended creativity, strategic thinking, and a deep understanding of both the Bertozzi brand and the target audience.
