Ferrero Rocher unwraps new brand identity

The chocolate brand has a new logo, brand descriptor and packaging.

Ferrero India, part of the Ferrero Group, has launched a new brand identity, descriptor and packaging for its premium chocolate brand Ferrero Rocher.

In an official statement, the company states that the visual identity, including logo design and packaging, aims to give a more up-to-date and appealing image to the brand. The new brand descriptor 'the golden experience' is aimed at communicating the unique taste experience that the brand provides to its consumers.

The new packaging has a QR code that allows consumers to learn more about the quality ingredients and the care that goes in making every Ferrero Rocher praline.

Speaking about the new identity, Emanuele Fiordalisi, vice president, marketing, Ferrero India, says, "Over the years, Ferrero Rocher has been an integral part of consumers' special occasions. The new look is an expression to enhance consumer experience and add a sparkling touch to their special moments."

Ferrero Rocher, created in 1982, is sold in more than 130 countries across five continents. Its transparent box packaging has become an integral part of the brand identity.

Ferrero is an Italian manufacturer of chocolate and other confectionery products. With an annual turnover of over US$ 11 billion, the company is the third largest manufacturer of chocolate and confectionery products in the world.

Ferrero India has its corporate office in Pune and is present across all the metros and mini-metros. Its other well-known brands in India include Kinder Joy, Kinder Schoko-Bons Crispy, Nutella and Tic Tac.

The company started its commercial operations in 2004 and has made India its production hub for Asia and Middle East, and exports half its local production.