Metis: a new image to strengthen visibility, recognition and value across Europe

Metis is taking another step forward in its development by presenting a renewed brand identity, more modern, visible and distinctive.

A new visual universe

More than a simple graphic restyling, the Metis premium plum range introduces a new visual universe designed to increase its visibility, clarify the offering and support the brand's growth in European markets.

The brand adopts a contemporary language that is immediately recognisable and capable of enhancing its positioning. An original range of plums, characterised by a wealth of colours, flavours and aromatic profiles, is thus presented in a way that is consistent with its distinctive identity.

The Metis logo has also been redesigned and is now accompanied by the signature "Original and Tasty by Nature", a concise expression of a promise that remains unchanged over time: to offer fruit recognisable by its appearance, but above all by its taste.

The first positive feedback

The first results of this packaging work were not long in coming. During an episode of the French programme Satisfait ou remboursé, broadcast on 26 September on Rtl, Metis packaging was spontaneously mentioned among the elements most appreciated by consumers, together with the appearance of the fruit, described as "intensely red and generous". The attention given to the brand's image, however, did not overshadow the quality of the product: Metis plums were in fact described as "very juicy", with consumers saying that they had "loved them", thereby confirming the taste promise at the heart of the brand.

With this new identity, Metis is not changing its nature, but making even more evident what has distinguished it since its origins: a unique range, built on the varietal diversity of plums and on a shared development project at European level.

Without overlooking the point of sale

In a category often presented through traditional codes, Metis's new image has been designed to make the product easier to identify on the shelf and highlight the richness of the offering. The project involves not only the packaging and communication tools, but also materials intended for points of sale, with the aim of expressing the range's premium positioning more clearly.

The initiative thus provides retailers with more effective tools for developing the category, improving in-store visibility and supporting sales.

Implemented with the brand's European partners, including Royal in Spain, Blue Whale in France and Granfrutta Zani in Italy, the new identity aims to build a common and consistent language in all markets. The objective is to ensure uniformity and recognisability at international level, progressively strengthening awareness of Metis and its range among consumers.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.