Pomilia, the historic canning brand from Italy’s Agro Sarnese-Nocerino area founded in 1973, has unveiled a complete renewal of its visual identity through a major rebranding effort. The project, which involved redesigning the packaging for all product lines in the large-scale retail market – from tomatoes to legumes – was entrusted to A Lab, a Salerno-based agency specializing in branding and social media.
A Lab’s challenge was clear yet complex: to modernize Pomilia’s image while preserving its authenticity. The goal was to refresh the brand’s presence on shelves without erasing the familiarity that generations of consumers associate with it. The result is a vibrant, contemporary design that maintains Pomilia’s distinctive yellow color and historic logotype – the visual DNA that has made the brand a household name for over five decades.
The creative process began with an in-depth study of Pomilia’s historic packaging, identifying which elements to preserve and which to reinterpret. From this foundation, A Lab developed a new visual language capable of telling the company’s story through color, typography, and composition. Each label now becomes a storytelling tool, celebrating not only the quality of Pomilia’s 20 products but also the heritage and values that continue to define the brand.
Beyond the design, A Lab crafted an integrated communication strategy to support the relaunch across multiple channels – from social media and web to traditional advertising formats. The campaign, titled “New on the outside, the same on the inside,” encapsulates the essence of the rebranding: innovation that respects tradition, and renewal that preserves the authenticity of Pomilia’s products.
With its new look, Pomilia is stepping confidently into the future, ready to meet evolving market demands while staying true to its origins. It’s an evolution that honors fifty years of history while speaking to today’s consumers in a fresh, contemporary voice.
Founded as the first social agency in Salerno, A Lab blends creativity, design, and digital expertise to create strategic communication projects that connect brands with people. The agency manages over 40 projects annually for clients across Italy – from Milan to Puglia – and maintains a strong link to its southern roots. Its team of more than 20 professionals, including designers, social media managers, and photographers, brings international experience from cities such as Milan, Rome, and Singapore to every project.
Pomilia, the historic canning brand from Italy’s Agro Sarnese-Nocerino area founded in 1973, has unveiled a complete renewal of its visual identity through a major rebranding effort. The project, which involved redesigning the packaging for all product lines in the large-scale retail market – from tomatoes to legumes – was entrusted to A Lab, a Salerno-based agency specializing in branding and social media.
A Lab’s challenge was clear yet complex: to modernize Pomilia’s image while preserving its authenticity. The goal was to refresh the brand’s presence on shelves without erasing the familiarity that generations of consumers associate with it. The result is a vibrant, contemporary design that maintains Pomilia’s distinctive yellow color and historic logotype – the visual DNA that has made the brand a household name for over five decades.
The creative process began with an in-depth study of Pomilia’s historic packaging, identifying which elements to preserve and which to reinterpret. From this foundation, A Lab developed a new visual language capable of telling the company’s story through color, typography, and composition. Each label now becomes a storytelling tool, celebrating not only the quality of Pomilia’s 20 products but also the heritage and values that continue to define the brand.
Beyond the design, A Lab crafted an integrated communication strategy to support the relaunch across multiple channels – from social media and web to traditional advertising formats. The campaign, titled “New on the outside, the same on the inside,” encapsulates the essence of the rebranding: innovation that respects tradition, and renewal that preserves the authenticity of Pomilia’s products.
With its new look, Pomilia is stepping confidently into the future, ready to meet evolving market demands while staying true to its origins. It’s an evolution that honors fifty years of history while speaking to today’s consumers in a fresh, contemporary voice.
Founded as the first social agency in Salerno, A Lab blends creativity, design, and digital expertise to create strategic communication projects that connect brands with people. The agency manages over 40 projects annually for clients across Italy – from Milan to Puglia – and maintains a strong link to its southern roots. Its team of more than 20 professionals, including designers, social media managers, and photographers, brings international experience from cities such as Milan, Rome, and Singapore to every project.
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