Monis

Industry

Food & Beverage, Retail, FMCG

Client

Voitto Holding GmbH

Project

Brand Refresh

Services

Positioning
Visual Identity
Packaging

Year

2025

Background

Monis is a regional food brand rooted in Osttirol, built on traditional recipes, craftsmanship and high-quality ingredients. The product offering reflects a strong heritage. Handmade, vegetarian dishes inspired by Alpine cuisine, combined with modern convenience for everyday consumption.

However, while the product and its origin carried strong intrinsic value, the brand did not yet translate this into a clear and differentiated market position. In a highly competitive food landscape, where consumers are confronted with countless options, it became essential for Monis to define a category it could own—and communicate its uniqueness instantly.

Background

Amore Loui is a premium food brand built around one of the most iconic products in the world: Neapolitan pizza. Designed as a modern, scalable concept, the brand operates across multiple touchpoints—from direct-to-consumer products and retail to physical experiences such as pizza events and hospitality formats.
The ambition was not to create just another pizza brand, but to build a category-defining lifestyle brand that merges product quality, cultural relevance, and a distinctive identity. In a highly saturated market, where most competitors compete on price, tradition, or locality, Amore Loui set out to create a new space—premium, playful, and deeply rooted in Italian food culture, yet designed for modern consumption contexts.


Challenge

The key challenge was to turn regionality into a strong, ownable brand position rather than a generic attribute. Terms like tradition, quality or local origin are widely used across the category, making differentiation difficult if not clearly framed.
We needed to define a positioning that feels authentic and grounded, while still modern and relevant for contemporary consumers. The goal was to avoid both extremes: overly traditional, cliché-driven Alpine branding, and overly modern, urban aesthetics that disconnect from the product’s origin.

At the same time, the existing visual identity created inconsistencies. The previous design language leaned toward beauty and lifestyle cues, lacking clear signals for a food brand, while typography and overall aesthetics did not sufficiently communicate warmth, heritage and culinary relevance.

The challenge was therefore:
– Define a clear category


– Align brand perception with product reality


– Design a packaging concept that transports the new positioning


Challenge

The central challenge was to build a brand that feels authentically Italian, while also being clearly differentiated from traditional pizzerias and mass-market frozen pizza brands. Amore Loui needed to operate across very different environments—e-commerce, retail shelves, events, and potential physical locations—requiring a highly flexible but consistent brand system. At the same time, the brand had to balance premium perception with accessibility, avoiding both clichés of Italian heritage branding and overly minimalist “startup food brands.” Another key challenge was creating a modular brand architecture, allowing for extensions such as product lines, event formats, and sub-brands (e.g. experiences, B2B offerings), without losing coherence.


Solution

At the strategic core, we defined “Alpenküche” (Alpine Cuisine) as the category Monis owns. This positioning captures the essence of the brand: rooted in regional tradition, shaped by nature and craftsmanship, yet relevant and accessible today. It creates an immediate emotional connection while clearly differentiating from generic “regional food” positioning.

Crucially, Alpenküche is not treated as decoration, but as substance. The visual direction avoids nostalgic clichés and instead translates tradition into a modern, refined aesthetic—balancing authenticity with contemporary clarity.

Building on this foundation, we developed a packaging concept that brings the positioning to life on shelf. A modern serif typography introduces warmth, quality and a sense of heritage, while ensuring clarity and confidence in communication. The relationship between “Monis” and “Alpenküche” was refined to make the category visible and immediately understandable.

A distinctive key emblem was introduced as a central element within the concept. Featuring an Edelweiss as a symbol of Alpine origin, combined with cues such as “Wertvolles aus Osttirol,” it anchors provenance, quality and trust directly on pack, while highlighting key product attributes like regional sourcing and vegetarian ingredients.

The packaging approach emphasizes product authenticity and simplicity. Transparent vacuum packaging brings the product closer to the consumer, complemented by a structured paper banderole that carries brand, product information and key messages. This combination balances honesty, functionality and shelf impact.

Together, the positioning and packaging concept establish a clear direction for Monis: modern Alpenküche—rooted in tradition, designed for today.

Impact

Ownable category

Clear positioning through “Alpenküche” as a distinct and memorable space

Stronger differentiation

Shift from generic regional food brand to defined culinary identity

Aligned perception

Brand now reflects product quality, origin and craftsmanship

Improved shelf presence

Packaging system that balances authenticity, clarity and visibility


Credits

Thiemo Gillissen
Raphael Copony