Parmigiano Reggiano

Problem

• Consumers know the name Parmigiano Reggiano, but do not truly understand its value.

• The brand is still confused with other cheeses and similar products.

• The Consortium’s objective was to evolve Parmigiano Reggiano and to create emotional connection, desire and loyalty.

• The website, meant to be the central tool for this transformation, is not effective enough at differentiating the brand and educating people about its value.

• The platform is rigid, with a chaotic site structure, fragmented and scattered information, and a complex, disjointed journey.

• A high cognitive load experience: plenty of content, little clarity, little engagement.

Solution

• Build a website that puts people at the centre, makes the brand easier to understand and turns each visit into a clearer, more engaging experience.

• Redesign the site structure to turn a fragmented experience into a clear, guided and consistent journey.

• Simplification of the site structure and creation of more guided journeys.

• An immersive experience that conveys the value of the brand even before explaining it.

• Shifting the narrative from the product alone to people, the territory and the everyday relationship with the brand.

• A more flexible and contemporary system, designed to support the Consorzio’s content, initiatives and future developments.

Value

• The website no longer merely informs; it begins to build understanding, desire and recognition.

• The brand is perceived not only as a quality product, but as a cultural, territorial and distinctive universe.

• Users are helped to understand why Parmigiano Reggiano is different and why it deserves premium positioning.

• The digital experience reduces cognitive load and makes the brand’s value more legible and accessible.

• The platform becomes a tool capable of strengthening authority, relationships and relevance over time.

• The path towards a love brand finally finds a consistent, orderly and contemporary infrastructure.

Action

• A corporate website that becomes a strategic brand asset.

• A platform designed to educate, differentiate and strengthen the perceived value of the brand.

• A digital ecosystem that is clearer, more engaging and more consistent with the Consortium’s premium positioning.

• An evolving foundation ready to support content, initiatives, activations and new relationships with audiences.

• A tool capable of taking Parmigiano Reggiano from a well-known name to a desired brand.

The Gallup World Poll is an ongoing survey in 160+ countries that tracks the opinions of around 99% of the world’s adult population. It covers the topics people engage with every day: economy, politics, education, religion, security, technology and sport. They remain, to this day, the subjects that unite and divide people every day We can divide over anything…

There are endless divisions.
And only one certainty.

Excellence does not declare itself

AUDIT

A Snapshot of the Past
and the Present

The audit serves to: understand what is not working on the site today identify where users struggle most understand what slows the team down in managing content What the audit covers (areas analysed) UX: experience and information architecture UI: interface and usability Content and storytelling Operational and technological aspects Expected outcome: A structured, shared reading of the site’s current state, useful for defining project priorities.

The New Site Structure

The restructuring of the information architecture stems from the need to offer users smoother, more intuitive navigation. Our work focused on rationalising and merging sections, optimising the organisation of content around the new burger menu to ensure maximum readability.

REDESIGN

The first
experience

Access to the new website opens with a logo animation that immediately asserts the identity, consistency and positioning of Parmigiano Reggiano. An animated text then introduces the concept of the experience, guiding users through an initial phase of listening and imagination. Only once the reading time has elapsed does the call to action appear, inviting users to enter the site as if at the start of a journey, not mere browsing.

The homepage opens directly onto an immersive hero experience, designed as the first point of contact with the world of Parmigiano Reggiano. Before reaching the traditional navigation, users are invited to discover and move through the experience, guided by images, rhythm and suggestions that anticipate the brand’s values. Only after this first exploratory moment does the navigation open onto the site’s more conventional sections, turning the entry into a gradual, conscious passage. The experience makes browsing more intriguing, authentic and engaging, allowing users to feel part of an accessible greatness, built over time yet alive in the present.

Past

Present

Future

Origins in the Middle Ages

In the Middle Ages, Cistercian and Benedictine monks, seeking a
cheese that could last over time, were the first producers: thanks to
salt from the Salsomaggiore salt pans and milk from cows raised
in the granges, the monasteries’ farms, they obtained a cheese
with a dry paste and large wheels, suited to long keeping.
The earliest records of its trade date back to the 1200s: a
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caseus parmensis (the cheese of Parma) was known in a city so far
from its production area. In the 14th century trade spread to
Romagna, Piedmont and Tuscany, also reaching the seaports of the
Mediterranean.

People at the Centre

Today Parmigiano Reggiano is an everyday gesture. It is the hand that passes it across the table without needing to be asked. It is the final touch that prolongs a dinner, the excuse to stay together a few minutes longer. It is not chosen for what it represents, but for what it makes happen. It holds the conversation together. It closes distances. It turns a simple dish into a shared moment. Its value does not lie in being extraordinary. It lies in being present. Always.

Living Continuity

The future of Parmigiano Reggiano is a conscious continuity. It is in the hands of those who make it as they always have, but tell its story in today’s language. It is in the homes of a new generation that seeks authenticity, but wants to make it its own. What it is does not change. What changes is how it enters people’s lives. Less explanation, more relationship. Less institutional distance, more human closeness. Because what endures over time is not only quality. It is the ability to stay relevant in the emotions, rituals and memories of those who come after.

Exploring at
your own pace

The menu is conceived as a silent interruption of the experience: a full-screen overlay that reduces everything to the essentials and keeps the focus on the brand’s identity.

The menu items mirror the site’s main sections, presented as a single, linear list and accompanied by a discreet CTA that invites visitors in without overloading the interface. At the bottom, a band dedicated to service functions — language, operator area, search — stays separate from the storytelling, so orientation is immediate and content continues to reveal itself progressively along the journey.

Caseifici Aperti

Caseifici Aperti has been elevated to a strategic section of the new website through a review of its experience and content. The project introduces a structured experience before, during and after the event, designed to increase clarity of information, user engagement and quality of interaction. The section showcases the territory and the participating dairies, makes information and booking flows easier to access, and is built on a modular, scalable logic that can be replicated for future initiatives and events.

APR Courses

Corsi APR was developed as a strategic section to support the Association’s identity and operational autonomy. The solution introduces an advanced digital model with a sophisticated booking system, online registration and payment, and a dedicated management dashboard, improving clarity of the offer, conversion rates and operational efficiency, with a scalable approach integrated into the brand ecosystem.

B2B Academy

Accademia del Parmigiano Reggiano was developed as a strategic section for B2B training, with an authoritative information path and an intuitive user journey. The solution includes an advanced reserved area for in-depth content, increasing engagement, time on site and the strategic value of training within the brand’s ecosystem.

The product
the History

Each section landing page is designed to provide context, guide navigation and make the value of the content immediately clear, turning fragmented information into a clear, useful and easily explorable system. In this way, the site is structured around solid narrative and functional nodes, able to sustain the overall experience and accompany users through subsequent levels of depth.

SOCIAL EDITORIAL PLAN

Less information
more relationship

Within the editorial plan, each post is designed to convey a specific message through different registers and angles. For Parmigiano Reggiano we conceived an editorial framework capable of telling the story of production, enhancing interaction with the audience and conveying the meaning of everyday gestures, always keeping people at the centre of the project.

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