Zig A spark for every moment.

Zig is a long-established Italian brand of nuts and dried fruit, operating in a market driven by price per kilo rather than brand value. A functional world, where products are chosen on price and the brand stays in the background.

The category lacks energy and personality. The aim was to bring meaning and character to an everyday ritual: taking a break. The project was driven by one insight: turning Zig from a product into an experience, from a commodity into a companion. No longer just nuts and dried fruit, but a small spark that runs through the day and brings back energy in the moments when you slow down, take a moment for yourself or share something with others.

The rebrand reinterprets Zig’s original 1967 logotype, rediscovered in the company archives. A fluid, imperfect mark that captured Zig’s authentic spirit. Today it lives in a contemporary form, able to evolve without losing its roots. The acronym, once purely functional, has become a sound, a moment, a spark. The visual and verbal identity blends joy and structure, lightness and credibility.

The colour palettes combine natural tones with lively accents. The visual system is built around the brand’s four narrative themes: #zigbreak, #momentozig, #socializig and #guizzozig. Together, they reflect different moments throughout the day.

Photography captures everyday life, while animation expresses the brand’s rhythm through light and movement.

The concept shapes the brand’s storytelling across packaging, digital channels and retail. Each visual element, from the logo to the Fruits & Nuts line, expresses the brand’s vitality in a balanced, effortless way. The refreshed identity gives Zig a clearer, more distinctive presence on shelf, with a visual and verbal language built around everyday moments.