The updated identity needed to perform across consumer packaging and in-store environments while also enabling the launch of a new catering and B2B offering, all within a unified visual system.
Introducing the refresh, without disrupting the brand was key...
The initial phase of the Beretta Farms refresh focused on subtle, high-impact introductions across existing customer touchpoints and in-store assets, helping build awareness without disruption.
...because there was an important story that needed to be re-told.
With the refreshed identity established, three newly branded videos introduced the visual system in motion, extending the brand into digital environments while reinforcing consistency across channels.
Then, the brand had to make its way to the shelf where it really mattered.
The refreshed identity was applied across a wide range of CPG packaging, where maintaining clarity, consistency, and recognition across multiple products and retail environments was critical.
The brand refresh extended into a new business vehicle: catering, yum!
The refreshed identity was extended into a new B2B catering business under the Beretta Kitchen name, requiring a distinct sub-brand that remained clearly connected to the master brand while standing on its own in corporate and event-driven environments.
(Respecting legacy while designing for what comes next.)
Beretta Farms wasn’t about tearing down a brand, it was about refining one.
The work required balancing heritage and trust with the realities of modern retail, digital, and B2B expansion. Every decision was made with restraint, ensuring the refreshed identity felt familiar, flexible, and built in order to scale.
From subtle in-store introductions and motion work to full CPG rollout and the launch of Beretta Kitchen, the refresh functioned as a system rather than a moment. The result was a brand prepared to grow, expand into new business lines, and show up consistently across environments without losing what made it recognizable in the first place.
What’s not shown here: Beretta Swag (T-Shirts, Caps, Boxes, relative CPG), Brand Photography (Founders, CEO & Staff Photo Shoot), Various Prints for B2B (Announcements, B2B relaunch), Website & Mobile Designs (relaunch design aesthetic)
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Client
TBF/Beretta Farms
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Industry
Food & Beverage
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Scope
Omni-Channel
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Role
Creative Direction + Design
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