Rebranding for Tutichip

Tutichip is one of the leading manufacturers of own-label and private-label snacks, but it was competing in a B2B market without a defined brand positioning. Its commercial growth had not been matched by its brand: it had neither an identity of its own nor a story to set it apart from its competitors. The brief was a complete rebrand, one that would bring order to the brand through strategy and give it the positioning it needed to grow in its domestic market and gain visibility in Europe.

We approached the project for what it was: an exercise in positioning before design. We worked side by side with the Tutichip team, in workshop sessions at their own factory, to define the sector, the customer and the place the brand should occupy. That gave rise to a complete brand platform—purpose, values, personality and value proposition—built around a single idea: know how + know being, the know-how of making, matched by a way with people. On that positioning we built the whole visual identity: a warm, approachable logo, a restrained palette of orange and burgundy, the Manrope typeface and a graphic system of its own that turns the real shapes of the snacks into a brand asset. All of it brought together in a corporate identity manual.

Tutichip launched a brand with a clear positioning and an identity of its own: modern, warm and approachable, conveying trust, professionalism and a touch of technology, with the production process and the product at centre stage. A complete, consistent rebrand, ready to be applied to any piece of communication—from the website to the packaging—and prepared to go with the company as it makes the leap into the European market.