.png?width=500&height=281&name=BT%20logo%20white%20orange%20stacked%20(2000%20x%201125%20px).png)
Industry
Food & Beverage
Challenge
Modenaceti was the #1 balsamic vinegar brand in the U.S., but its packaging was losing appeal. Critics called it cartoonish and underwhelming. At the same time, parent brand Ponti — #1 in Italy — was preparing to enter the U.S. We needed to protect Modenaceti’s dominance, differentiate it from Ponti, and refresh its shelf impact.
Results
Modenaceti now holds its ground as a trusted, authentic, everyday premium balsamic — appealing to both everyday cooks and aspiring chefs. A refreshed classic, still approachable, but with a more refined voice on shelf.
Key Products
Packaging Design
"Working with Melinda was wonderful! She was professional, flexible and innovative in the whole process, from beginning to end! Each project is treated with the same care, attention and focus, whether big or small! We felt in very good hands!"
Modenaceti, a Ponti Brand
Ponti is a historic, family-owned Italian vinegar producer with roots dating back to 1787, now run by the ninth generation. It operates multiple facilities in Italy and maintains a global footprint—exporting to over 70 countries—with corporate offices in Paris and New York. As a certified B Corp, Ponti emphasizes quality, sustainability, and a legacy of trust in its food-and-flavor portfolio.The Challenge
Modenaceti holds the #1 spot in balsamic vinegar sales in the U.S., while Ponti reigns in Italy. As Ponti prepared for its U.S. entry, the challenge was clear: refresh Modenaceti’s on-shelf presence without diluting its dominance, while carving out space for Ponti’s launch.
Consumer research revealed opportunities and pain points. Shoppers praised Modenaceti’s bright yellow label and “Perfect for Salads” claim, yet critics called the design “cartoonish” and underwhelming.
We needed to protect the trusted brand recognition while elevating the design to feel premium, authentic, and aligned with modern tastes.
The Solution
We anchored the redesign in deep consumer insight. Two key personas emerged:
- Aspiring Chefs: The kitchen as a creative space for experimenting with flavors.
- Flavor Seekers: Everyday cooks looking for bold, reliable taste.
From these insights, we reimagined Modenaceti’s brand presence:
- Authenticity with Modern Refinement: Highlighted its Italian heritage, oak-barrel maturation, and IGP certification.
- Design Evolution: Upgraded fonts, clarified iconography (grapes and barrels), and framed messaging within architectural cues from Modena’s UNESCO heritage sites.
- Messaging Hierarchy: Clear focus on Balsamic → of Modena → Vinegar, with trusted claims like “Perfect for Salads” and NON-GMO prominently featured.
- Shelf Appeal: Maintained the high-scoring yellow while introducing fresher palettes, refined graphics, and a balance of white space for a cleaner, more premium feel.
The packaging journey unfolded in phases:
- Exploration: Dismantled the existing label and tested multiple design directions rooted in Modena’s history and consumer cues.
- Iteration: Delivered four concept directions, evolving logo, copy, and layout. Grapes and barrels became focal icons, replacing vague cathedral and coin-like visuals.
- Finalization: Print-ready dielines and assets balanced elegance with clarity, reinforcing Modenaceti’s role as the trusted everyday premium balsamic.
"We felt in very good hands! Will definitely work with Brandtender again, soon!Thank you for the experience!"
The Results
- Strengthened market position while preparing space for Ponti’s U.S. debut.
- Increased sales and enhanced brand perception, driven by refreshed packaging appeal.
- Positive customer feedback validating the balance of authenticity, quality, and shelf impact.
The redesign elevated Modenaceti beyond “value balsamic” into a brand with heritage and pride — while keeping its approachable price point intact.
By refining design and messaging, Modenaceti now resonates with both everyday cooks and aspiring chefs, ensuring its dominance in the U.S. aisle while leaving room for Ponti to enter the market with distinction.
Ready to get started?
