From the wheat field to the world, the new Molino Casillo brand

From the wheat field to the world, the new Molino Casillo brand

The Casillo Group is a leader in the processing and marketing of durum and common wheat, as well as one of biggest market makers in the field. Raw matter of the highest quality, respect for the environment and a deep connection to the local territory’s value are the “ingredients” that have allowed the Group to meet and exceed clients’ needs on the national and international level – a goal the company has pursued since its foundation in 1958 in Corato, Bari. 

Angelini Design was entrusted with creating the visual identity for the Group’s new brand: a premium and super-premium brand amongst players in the manufacturing and marketing of flour products. The agency guided the new brand in a journey towards leadership in the field, through all the phases of an articulated and effective communication plan.

The wide and ambitious project stemmed from the drive for innovation that has always been a focus for the Group, as the President and CEO of Casillo Partecipazioni S.r.l, Pasquale Casillo stated: “Since 1958, when our father Vincenzo started this adventure, he always strived to innovate to find the best solutions and improve the quality of his work. We continue in the direction he defined.”

Thus, Molino Casillo has the strategic goal of establishing the Group’s leadership in the fields of Ho.Re.Ca., Food and Beverage, the professional segment and retail. These are all markets where, to quote Pasquale Casillo again, the growing demand for quality is tangible: “The professional segment and retail market have become much more demanding and specialized. By creating the Molino Casillo brand, we aim to meet this desire for excellence. Thanks to our experience, and to the relentless and passionate work of our Research and Development Department, we will succeed in winning this challenge too.”

The name Molino Casillo was suggested by Angelini Design to convey the central role of the family that, for almost sixty years, has been writing the history of the company – from small mill to beacon in the world of excellent flour products. The new brand’s authority is reinforced by the “since 1958” claim, which clarifies in a simple and direct way the long tradition behind this new project.

The agency designed and created the new brand’s entire entire positioning and launch strategy, with the goal of presenting Molino Casillo in a distinctive, coherent and organic way through all channels: from the new website to social media, and from the packaging system to corporate communication tools (company profile, trade folder, trade event material). From the teaser phase to long-term maintenance, Angelini Design is at Molino Casillo’s side as it conquers the crowded and competitive food market. A new integrated editorial plan that encompasses different web channels adds to the complex communication ecosystem designed to present the new brand to consumers because, as Pasquale Casillo pointed out, “An organic and contemporary communication plan is crucial to showcase our offer in the best possible way, and affirm Casillo’s leadership also with people who don’t know the brand yet.”

The visual concept at the basis of this imposing communication project hinges on linear and elegant minimalism, which allows the product to speak for itself: originally from Apulia – the region that inspired the new brand’s whole look and feel – it stands out against the competition for the excellent raw matter and cutting-edge technology behind the manufacturing and marketing of top-quality flours and semolina.

Angelini Design also created the Molino Casillo Première, the virtual press conference for the presentation of the new brand dedicated to media and journalists, who had the chance to preview the new Molino Casillo advertisement and see Italian actor Luca Argentero – who stars in the ad and participated via remote link.