Fumagali salumi ethical label, family values, our products reflect our values

Fumagalli Salumi - Strategy and creativity for rebranding

Development of a corporate key concept and trade and consumer projects

  • Brand strategy
  • Concept & content creation
  • Storytelling
  • Below the line
  • Packaging design
  • UX strategy
  • Web design & digital activation
  • Website and blog
  • Social media plan
  • Adv and communication materials
  • Packaging and BTL
  • Stand design
  • Videos
year 2014 - 2022

Can the values of a family business inspired by generations of authenticity, transparency and a strong ethical sense be transformed into a product communication that is extremely close to today’s consumer demands?

Can apparently intangible corporate assets become tangible elements of communication?

The role of ATC has been critical in this “high-level” overview, following through with the main communication activities of the Como-based cured meats brand.

our approach

Starting in 2014, in anticipation of its presence at Expo, Fumagalli, thanks to ATC’s strategy, followed a fascinating path of company evolution and growth, characterised by maximum consistency with respect for its founding values, bringing them from inside the Group to the outside world; towards an increasingly wider audience.
A path that continues today more than ever, with the expansion of the channels involved. The virtues of the supply chain and animal wellbeing led by the brand, along with transparency, sense of responsibility and quality achieved in the area of production, inspired ATC to propose a key concept with high added value, taking the name of the ethical label, accompanied by a logo with the tagline “Our products are the mirror of our values”.

A well-defined assignment executed on several levels; bringing all of the firm’s initiatives of recent years under a single umbrella, both in terms of trade and consumer engagement; a declaration of intent, synonymous with a desire to be highly relevant for the new expectations of stakeholders and consumers.


Having agreed the essential brand communications message with Fumagalli, every project carried out by ATC has focused on this intrinsic meaning with truthful storytelling, capable of reinforcing the brand’s qualities in a sophisticated and professional way. By creating and developing a variety of communication materials, ATC has helped improve responses to Fumagalli’s credibility and brand value through its trade communications, its presence at important exhibitions and press coverage. In the consumer sector, ATC has worked on a major repackaging project and a social media strategy that expresses the soul of the Fumagalli brand, helping to differentiate it from the competition. As a company with a clear, authoritative tone of voice, Fumagalli has set the agenda on a number of issues – supported by producers – which are of great social as well as commercial interest. In both B2B and B2C contexts, the company’s corporate website has been redesigned as a hub capable of blending storytelling and content into a single, integrated eCommerce experience. This transformative project succeeds in conveying to the company’s key audiences its corporate strengths and advantages, with a tightly defined number of main sections on the site. Employing clear and engaging messages and a clean, friendly design, the platform gives visitors a comprehensive overview of the company’s philosophy, its achievements in terms of animal welfare, its product / line assortment and the concept of the ethical label, with a section including original content and group news.