Pomilia – Rebranding

Pomilia gets a new look after 50 years: the rebranding by A lab renews the packaging without betraying tradition.

Pomilia, the historic canning brand from the Agro Sarnese-Nocerino area founded in 1973, has completely renewed its visual identity through a strategic rebranding of the packaging for all its product lines in the large-scale retail market (both tomatoes and legumes). This ambitious project was entrusted to the Salerno-based agency A Lab, specialized in branding and social media, which reinterpreted the brand’s heritage in a modern key without compromising its essence.

The packaging restyling was guided by a crucial challenge: to renew without losing recognition, to evolve without betraying the past. The new packaging features a more modern and impactful design, able to meet the needs of today’s market while preserving the iconic elements that have made Pomilia a reference point in the sector – such as its signature yellow color and the historic logotype.

A Lab’s approach started with an in-depth analysis of the distinctive elements of the historic layout in order to identify the strengths to preserve and the aspects to innovate. The result is a new packaging that becomes a true storytelling tool, capable of conveying not only 20 products but also the history, traditions, and values of the company through a clear and impactful visual language for the end consumer.

The restyling went beyond design. A Lab developed an integrated communication strategy to support the brand relaunch across all channels: social media, web, and ATL formats. The campaign, based on the concept “New on the outside, the same on the inside”, highlights the perfect balance between innovation and loyalty to the quality that has always defined Pomilia.

With this new packaging, Pomilia is ready to face future market challenges without forgetting its history spanning more than 50 years. An evolution that celebrates the past while speaking to everyone in a contemporary language.