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CLAI’s rebrand infused Italian craftsmanship with genuine care

CLAI — IMOLA, ITALY

CLAI’s rebrand infused Italian craftsmanship with genuine care

CLAI is a name deeply embedded in Italy’s agricultural and food heritage. When the time came to refresh its identity, the cooperative turned to Rob Janoff, whose visit to CLAI’s headquarters in Imola helped shape a thoughtful rebrand. Working with the local team, Janoff crafted a new brand system that respected the company’s tradition while introducing a contemporary, export-ready look. The result was a mark that reflected both CLAI’s community roots and its growing global presence, while communicating the company's values across all major touchpoints.

Just like a smile in a person’s eyes communicates something essential, the brand’s expression tells you what kind of relationship you will have with that product or company. Clai is a company with deep-rooted values ​​that are reflected in work, people and quality products. In a place where ‘ happy workers mean happy salami, therefore happy consumers’, quality and care are not found only in the final product, but represent a complete ethos that starts from the heart of the company.

CLAI is a name deeply embedded in Italy’s agricultural and food heritage. When the time came to refresh its identity, the cooperative turned to Rob Janoff, whose visit to CLAI’s headquarters in Imola helped shape a thoughtful rebrand. Working with the local team, Janoff crafted a new brand system that respected the company’s tradition while introducing a contemporary, export-ready look. The result was a mark that reflected both CLAI’s community roots and its growing global presence, while communicating the company's values across all major touchpoints. Just like a smile in a person’s eyes communicates something essential, the brand’s expression tells you what kind of relationship you will have with that product or company. Clai is a company with deep-rooted values ​​that are reflected in work, people and quality products. In a place where ‘ happy workers mean happy salami, therefore happy consumers’, quality and care are not found only in the final product, but represent a complete ethos that starts from the heart of the company.

CLAI — IMOLA, ITALY

CLAI’s rebrand infused Italian craftsmanship with genuine care

CLAI is a name deeply embedded in Italy’s agricultural and food heritage. When the time came to refresh its identity, the cooperative turned to Rob Janoff, whose visit to CLAI’s headquarters in Imola helped shape a thoughtful rebrand. Working with the local team, Janoff crafted a new brand system that respected the company’s tradition while introducing a contemporary, export-ready look. The result was a mark that reflected both CLAI’s community roots and its growing global presence, while communicating the company's values across all major touchpoints.

Just like a smile in a person’s eyes communicates something essential, the brand’s expression tells you what kind of relationship you will have with that product or company. Clai is a company with deep-rooted values ​​that are reflected in work, people and quality products. In a place where ‘ happy workers mean happy salami, therefore happy consumers’, quality and care are not found only in the final product, but represent a complete ethos that starts from the heart of the company.

Logo reading "clai" with a pig's face for the 'o'. Text in black, red, gold. Trademark symbol. White background, minimalistic design.
CLA logo on a maroon background with Italian flags. Text reads: "COOPERATIVA A IMOLA DAL 1962" and "NEW" in the corner.

Become more memorable and meaningful

The emotional connection with the consumer: the clear, simple and friendly design creates an immediate and unforgettable welcome gesture for the consumer. The promise that the new logo makes to the consumer is to represent the joy of sharing quality and socially responsible products with friends and family. The big central smile in the image represents the people at the center. The happiness expressed by a smile is the realization of the human person, a realization of oneself as a consciousness of knowing where to go and what and how to do together.


Elderly man and child joyfully hold a large salami labeled "Bella Festa." Bright garden backdrop with lush greenery and flowers.

Placing the person at the center of the logo and the brand (the smile) connects the concept of happiness with the commitment to processes, quality products and service from the company.


Various cured meats with labels are displayed on a rustic wooden table, surrounded by wine glasses and greenery by a stone wall and window.
Lush vineyard landscape with rolling hills under a pastel sky. Green rows stretch across the countryside, creating a serene, peaceful scene.

Salami wrapped in paper labeled "CLAI 1962" on a wooden board with sliced pieces. Background features a green patterned cloth.
Man in white coat and cap with CLAI logo holds tablet in a meat factory with hanging cured hams in the background.

Woman in white dress enjoys seaside picnic with wine, guitar, and assorted snacks. Blue sea in background. Relaxed, sunny ambiance.

Become more memorable and meaningful

CLAI is part of a cooperative spanning generations that ultimately cares for the entire process from farm to plate. This differentiation is unique because it does not import products and uses strictly local ingredients. Attention to nutrition, animal welfare and good farming practices have always been the priorities for obtaining quality and consistency. The rebrand has opened CLAI to have more conversations with is customers around issues that matter. It now feels better represented and is positioned to grow to meet its ambitions.


Sliced ham on a wooden table beside packaged ham products. Sunlit room with green foliage outside the window, creating a fresh atmosphere.

Watch the movie


Click the video above to see a mini-documentary of the project.

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