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REDESIGN AIMS FOR CONSISTENT LOOK

THOROFARE, N.J. -- Some companies viewed the nutritional labeling requirements that took effect last year as a major aggravation -- Cento Fine Foods, a distributor of Italian specialty foods here, saw it as an opportunity to revamp its brand image. A redesign, now fully implemented, is credited with an average increase in sales of 10% to 15% across the board. Distribution also has expanded. Long a

THOROFARE, N.J. -- Some companies viewed the nutritional labeling requirements that took effect last year as a major aggravation -- Cento Fine Foods, a distributor of Italian specialty foods here, saw it as an opportunity to revamp its brand image. A redesign, now fully implemented, is credited with an average increase in sales of 10% to 15% across the board. Distribution also has expanded. Long a presence in the Northeast, the line now is available in 48 states. The updated graphics had to comply with nutritional labeling requirements and achieve a consistent family look across 150 products and a mixture of packaging types including cans, jars, bottles and cartons. In addition, Cento (pronounced Chen-toe) wanted to attract new customers without alienating its loyal following. To achieve these goals, Arcanna Design Communications, Peekskill, N.Y., put its 'Total Design Fulfillment' strategy into practice. As the graphics were being developed to address marketing concerns, the design team reviewed packaging supplier capabilities to determine appropriate parameters for label size, color and specification tolerances. "The worst thing you can do is create a design for a line and then not be able to produce it consistently," said Steven Frissora, director, sales and marketing at Arcanna. A lot of impact is lost, he added, if the consumer sees the logo reproduced in different shades on the shelf. "This process ensures a unified approach," he explained, since designs can be modified early on to match production capabilities or new vendors can be identified. After preliminary research, Arcanna recommended that three graphic elements from the existing design be maintained to provide brand identification and reassurance. "First was the yellow, red and blue color scheme. Second was the distinctive banner logo, and third was the extensive use of product photography," said Frissora. Although the logo is the same size as the previous version, the brand name is 20% larger on the new packages. Originally intended as a banner bearing the Cento name, the type did not flow within the banner curves. In fact, said Jon Voss, senior designer at Arcanna, "the banner didn't flow like a banner either." A more flowing shape was designed and the logo contoured to match. The typeface was clarified and a drop shadow added to lift the red letters off the yellow background. Product photography communicates the functionality and quality of the item and projects mouth-watering goodness. "The layout of the photography was critical," said Voss. "It took considerable time to make the shots fit the label properly and have lots of visible detail to tantalize a consumer's appetite." Recipes were also added to entice purchase and cross-sell products. "Positioned as 'recipes from our family,' most suggestions were carefully developed to be made in 30 minutes or less in order to appeal to our more mobile, time-pressured audience," said Cento President Alfred Ciccotelli. Another addition, a quality seal, was coupled with the Cento slogan, "Trust your family with our family." It is designed to be easily read and also is being used on ads, trade displays and collateral materials. The redesign began with canned tomato products, the highest volume items. Next came about 40 jar products, followed by items where label supplies were low or market conditions were prime. For example, labels for artichoke products became a priority just prior to harvest. Although Arcanna suggested market research, Cento opted for in-store testing in Philadelphia, the company's home turf. Selected stores received product with the new labels and sales were compared with demographically similar stores stocking the existing design. Response was very positive. "If the line had failed to move, it would have been back to the drawing board," said Ciccotelli.