BrandBookv3

Brand Book
1

Table of Contents
Brand Introduction................................1
Logos................................................2
Typefaces...........................................6
Product Lines......................................8
Graphics...........................................13
In-Store Advertising.............................20
Stationary..........................................22

Brand Introduction
The Fiorucci brand is the benchmark for Italian
Deli meats, one which has grown steadily over
160 years, thanks to the authenticity and superb
flavor of its products.
The story of Fiorucci can be traced back to the 1850s when Innocenzo Fiorucci,
the owner of a small meat shop in Norcia, would visit Rome each winter
to sell Norcinetto, a flavorful dry sausage from his hometown. After many
successful years of traveling sales, Innocenzo settled in Rome and opened his
own shop that specialized in the traditional preparation of cured meats.
Building on their father’s legacy, the next generation of the Fiorucci family
expanded the business even further. One of Innocenzo’s visionary sons, Cesare,
created a chain of Norcinerie (Norcia-style meat shops) which quickly
won popularity in Rome.
Since then, the Fiorucci family’s dream of providing delicious products to
people across the globe has become a reality. Their Italian specialty meats,
now also made in the United States and using the family’s treasured recipes,
are still hand trimmed, seasoned with the finest spices, and carefully aged. As
leading producers of specialty meats, they partnered with Campofrio Food
Group, an international meat processing group, to spread the story of these
authentic Italian specialties around the world.
Brand Introduction 1

Logo: Specifications
Standard Logo
Logo with Drop Shadow
Pantone 363 C
Pantone 185 C
Pantone 476 C
Black and White
Black and White Inverse
The Fiorucci logo uses four main colors white, red, green,
and brown. The specific spot colors for the logo are indicated
above. The logo should be used in this version predominantly.
There are multiple versions of the Fiorucci Logo available for
use. The most prominent two are the “Standard Logo” and the
“Logo with Drop Shadow”. Along with these two the black
and white logos are also popular in stationary and apparel.
2 Logos
Logos 3

Logo: Improper Logo Use
Logo without Ribbon
Seperate Wordmark
Skewing Logo
Rotating Logo
Adding shadows or glows
Rearranging Elements
Subtracting Elements
Changing Colors
Using the Fiorucci Logo improperly is not allowed. There are
many ways to alter the logo which the Fiorucci brand does
not approve of. Listed above are just a few examples of these
alterations. They include using the Fiorucci logo without the
ribbon, seperating the Fiorruci wordmark from the rest of
the logo, adding shadows or glows to the logo, and rearranging
the elements of the logo.
More examples of alterations that are not approved by the
Fiorucci brand include: Skewing or distorting the logo,
rotating the logo, subtracting elements from the logo, and
changing the colors of the logo.
4 Logos
Logos 5

Typefaces
Trajan Pro
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Uses: Used in multiple subtitles and
banners on fiorucci packs
Perpetua
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Uses: Often used as subtext or in smaller text areas on
fiorucci packs
Gotham
BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Uses: Used primarily for the Panino Wordmark
Kaushaun Script
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Uses: Used for the subtitles in the soft cheese line
Microbrew one
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Uses: used for the subtitles and text on the 100% natural line
6 Typefaces
Typefaces 7

Product Lines
Il Gusto d’Italia
These two product lines offer a large variety of products in
pre-sliced, nugget, chub, and whole piece form. The top logo
represents the core range of products while the lower logo
identifies all natural products.
The Panino product lines offers select Italian meats wrapped
around a piece of cheese. Paninos are available in standard(top),
all natural, and soft cheese or “Crema di Formaggi”(bottom)
varieties.
8 Product Lines
Product Lines 9

Product Line: Core Range
Il Gusto d’Italia
The core range of Fiorucci’s products encompasses a variety
of meats in several different forms. It includes pre-sliced,
nuggets, and whole piece items made from Salami, Pepporoni,
Prosciutto, Capicola, Mortadella, Sopressata, Chorizo,
Jamon Serano, and Pancetta.
The packaging for the core range of products follows pretty
similar guidelines and is applied on labels, films, and bags
depending on the product variey. the Fiorucci logo always
appears first, followed by the Il Gusto D’Italia wordmark,
and then lastly the type of meat.
10 Product Lines
Product Lines 11

Product Line: Natural Range
The all natural line offers minimally processed items that
contain no artificial ingredients, no nitrates or nitrites, and are
gluten free. All natural products include pre-sliced, nuggets,
chubs, and whole piece items just like the core range of products.
The meats currently offered in the all natural line include
Salami, Pepperoni, Abruzzese, Prosciutto, and Sopressata.
The packaging for the All-Natural product line is all similar but
it appears is several different forms, from labels to films. The
Fiorucci Logo is always placed highest on the package followed
by the “100% NATURAL” claim, and then the variety of meat.
12 Product Lines
Product Lines 13

Product Line: Paninos
The Panino line describes a unique product that is made with
an authentic Italian meat wrapped around a piece of cheese.
Paninos are offered in standard, all natural, and soft cheese or
“Crema di Formaggi” varieties. Paninos are a perfect on-the-go
snack that is perfect for anytime of the day.
The Panino wordmark should always appear direcrly below
the Fiorucci Logo.
Packaging for the panino line varies depending on the category
of the product. If the panino is of standard variety the packaging
first shows the Fiorucci Logo, then the Panino wordmark,
and lastly the Variety of Panino. If the Panino is an All-Natural
variey it will first diplay the Fiorucci logo followed by the
“100% NATURAL” claim, then the Panino wordmark, and at
the bottom the variety of Panino. For the Soft-Cheese (Crema
di Formaggi) line of Panino’s the packaging first displays the
Fiorucci logo, followed bt the “Crema di Formaggi” wordmark,
and finally the variety of Panino.
14 Product Lines
Product Lines 15

Graphics: Colors
Italian Dry Salami
Pantone 321 CP
Hard Salami
Pantone 3005 CP
Prosciutto
Pantone 446 CP
Genoa Salami
Pantone Purple C
Pepperoni
Pantone 484 CP
Pancetta
Pantone 1785 CP
HARD SALAMI
Natural Smoke Flavor Added
ITALIAN DRY SALAMI
With Wine
PROSCIUTTO
Slowly Aged
UNCURRED PEPPERED SALAMI
Spicy Wine Salami
Uncured Peppered Salami
Pantone Process Black CP
Abruzzese
Pantone 717 CP
GENOA SALAMI
With Wine
These colors indicate a specific variety of meat and are consistent
throughout the different product lines. These colors
appear with gradients on certain products and as solid colors
on others, however the central pantones are always constant
PEPPERONI
Natural Smoke Flavor Added
DICED PANCETTA
NET WT. 32 OZ. (2 LBS.)
UNCURRED ABRUZZESE
Hot & Spicy
16 Product Lines
Product Lines 17

Graphics: Print
This is the print that is used on the majority of FIorucci Packs.
It is utilized mostly as a background image and is created using
a 20% screen of process black
This light blue version of the print is used for the Soft Cheese
“Crema di Formaggi” Panino line. The color in this print is a
25% screen of Pantone 3005 CP
18 Product Lines
Product Lines 19

In-Store Advertising
These shelf and “point of sale” displays can be used to promote
the Fiorucci brand and its products in the marketplace.
Above are two shelf danglers to accompany the core and natural
range of products.
These strips are for inserting into shelfs around Fiorucci
products. Pictured above are the core range and natural versions
of these strips.
20 In-Store Advertising
In-Store Advertising 21

Stationary
This arrangement of Campofrio and Fiorucci Logos is used
throughout multiple forms of stationary
Above are examples of how the arrangement of logos appears
on a letterhead and a business card.
22 Stationary
Stationary 23