Siebert Head pulls off 850-pack Italian job

Siebert Head has been appointed to revamp own-brand packaging for Italy’s largest supermarket, Crai.

The 6000-strong chain has more than 850 own-brand products and Siebert Head will redesign all the packs over a three- to five-year period.

Siebert Head director Satkar Gidda says the work “came about as the result of our association with Turin-based Image & Communications. The group is also working with Crai and felt that the own-brands needed looking at by branding experts”.

Gidda adds there was no pitch, although an incumbent Italian consultancy was ousted.

Siebert Head was initially appointed to redesign packaging for a range of pasta, canned vegetables, toilet and kitchen rolls and a range of cereals which is due to be launched in September.

Last week Crai confirmed the consultancy would carry out all own-brand repackaging projects.

Both Siebert Head and Image & Communications are members of the International Design Alliance/ Ideal, a global branding network co-founded by Siebert Head and launched in Chicago last year.