the '60s, Flora introduced for the first time in Italy the Parboiling process, allowing Italian families to have a rice that would never get overcooked. The innovation earned Flora a long leadership in the newly created Parboiled (partially boiled) rice segment.In recent years, despite having diversified its offerings with several high-quality rice types, the brand was still being associated mainly to its best selling product. The Company hired the Milan based agency Break in order to create a stronger brand identity and add value to its whole range of rice. Break achieved the goal through personification: since Flora is also a name for women, the first letter of the logo was made capital and a woman appeared on the packaging in order to let the Flora brand be like a friend in the kitchen. Chromatically, the pack was divided in two, to add clarity and premiumness. The institutional yellow became warmer and more personal. The whole packaging system stresses out the benefits of each kind of rice, even to the aid of images, so that each one would be fully understood and valued .
Colussi Group history dates back to 1911. Today it is a successful player on the main European markets. It holds some of the most well-established brands of the Italian food industry, such as Colussi, Misura, Agnesi, Flora and Sapori Siena 1832.
Break is a Brand & Packaging Design agency based in Milan. Since 1978 it creates and manages the brand image of top companies in food & beverage, health & beauty, home care and pharmaceutical.
