Zig Rebrand: Turning Nuts and Dried Fruit Into a Daily Spark

Zig is a long-established Italian brand of nuts and dried fruit. It operates in a functional market where products are bought by price per kilo and brands tend to stay in the background. Lettera7 was asked to give the brand a clearer, more distinctive role in people's everyday lives. The Challenge The category lacked energy and personality. The opportunity was to attach Zig to a moment rather than to a commodity: the everyday break. The Insi