Modenaceti

The Challenge - Evolving a Classic for the U.S. Market

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.

Our Approach

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.