LaManna Rebrand
LaManna is located in Essendon Fields, Melbourne, and can only be described as 10,000 sqm of food shopping heaven. Being the largest independent supermarket in Australia, everything you need is accessible under one roof; whether it’s delicious Italian delicacies, excellent-quality fruit and vegetables, exquisite cakes from the in-house patisserie, or a delicious meal in their café, it’s the perfect place for customers looking for quality and convenience in one place.
LaManna was grappling with low awareness and being perceived as geographically remote and only known in the local area. The brand’s image was primarily functional and rational, lacking the emotional connection to resonate with its target audience.
The brief was to position LaManna as a must-visit food and hospitality destination. We needed to focus our strategy on aligning with LaManna’s driving purpose: to inspire people to enjoy all the good things in life.
To achieve this, we leveraged LaManna’s core strengths, particularly its rich Italian heritage and family-owned roots, which permeate every facet of the brand and emphasised the unique range of high-quality foods distinguishing LaManna from mainstream supermarkets.
The Davidson team created a refreshed LaManna brand that is rich with meaning, profoundly respects the past, and closely aligns with LaManna’s heritage. It speaks to all audiences with a distinctive voice and maintains consistency both in and out of the store.
Passionate about food and unwavering in its identity, this is a brand that LaManna can truly be proud of.
New Brand Positioning – ‘For the good things in life’
Reinforces the essence of LaManna, symbolising a lifestyle focused on quality, enjoyment, and satisfaction. LaManna understands the joy in simple things, from savouring fine foods to discovering delights that enhance our daily life. ‘For the good things in life’ resonates with our audience, who seek moments that uplift and enrich them. LaManna is a conduit for celebrating life’s occasions, whether a cosy family gathering, a gourmet meal, or a special treat to oneself. ‘For the good things in life’ lives beyond a trip to the supermarket. It’s about an emotional connection where our dreams and love for food meet. It’s where our craving for great food blends with our desire for a more prosperous life.
New Brand Identity
The new LaManna brand identity is a vibrant celebration of its Italian roots. It is brought to life through a logo inspired by the sun-kissed colours of an Italian deli and the charming hand-painted signs found throughout Italy. This identity pays homage to the LaManna family’s Calabrian heritage, tracing their journey from Italy to Australia, with “Dal 1953″ marking the beginning of their story. The essence of LaManna—”Buon Cibo e Buoni Amici” (Good Food and Good Friends) — is woven throughout, capturing the brand’s heart. Full-bleed, immersive photography showcases the deliciousness of LaManna’s offerings, while bold Italian words invite you into a rich and diverse culinary experience. The tone of voice is confident, delicious, and playfully cheeky, perfectly reflecting the vibrant spirit of LaManna.
Our Scope
Our scope of work commenced with customer research, developing a refreshed brand strategy, positioning, narrative and complete new brand identity. A comprehensive range of brand touchpoints were created including -design and development of a brand-new website, external signage, corporate collateral, stationery, HR templates, uniforms, vehicle branding, packaging, and in-store items such as gift cards, deli wraps, and shopping bags.
To engage both internal and external audiences, we orchestrated internal staff launches and created a compelling Brand Manifesto Video, and a Launch Hype Reel. Finally, we developed full brand guidelines to ensure the brand’s consistent and impactful representation across all channels.