This is an identity rebranding of the Italian food company, Bertolli. In our Identity Systems class, we were randomly assigned an existing company to rebrand. Bertolli has a long and hidden history and that was partly buried in their logo. I started by deconstructing their logo and kept the essence of the brand. To me, the goal was to keep their brand history as well as elevate it to modern times. The Back to Basics campaign is a nod to the fresh ingredients they use as well their Italian culture.