Parmalat desserts were losing a dominant position to aggressive multinationals relatively new to the Italian market.

The original design represented a modest, honest, conservative brand with safe old fashioned values. It communicated passively.

Curve’s brief was to rejuvenate, inject confidence & build shelf presence with a strong yet versatile brand identity that could be applied across & differentiate between eg. light daytime snacks & indulgent evening desserts.

This was the first step in a branding switch that transformed Malu into the brand of desserts made by Parmalat.