MEET MISURA
For over 40 years, Misura has been at the forefront of healthy eating in Italy, introducing products like wholewheat pasta, high-fibre biscuits and innovative ingredients like beetroot and black carrot long before they were trends. But while the products were trusted, the brand felt stuck in a restrictive, diet-driven past. In a competitive, fast-moving wellbeing market, Misura needed to shift from being a functional choice to becoming a lifestyle brand people connect with emotionally.

A BIGGER BITE
The challenge was clear: shift perception from ‘dietary foods’ to ‘feel‑good foods.’ That meant moving Misura from rules and restrictions to warmth and welcome, from selling benefits to building belonging.

OUR RECIPE FOR CHANGE
We began with deep consumer immersion, exploring evolving desires, emerging eating habits, and the untapped potential in Misura’s portfolio. We stepped into kitchens, shopping aisles and social feeds to see how wellbeing really lives in the real world. Alongside this, we used AI‑powered eye tracking to understand exactly how shoppers navigate shelves and make decisions in‑store. We then validated these insights with consumers to ensure the brand would perform effectively across every touchpoint and drive genuine preference.

THE SECRET INGREDIENT
From this, the insight was clear: modern wellbeing isn’t about sacrifice — it’s about a lifestyle that nourishes mind, body, and soul, and a brand that feels like a companion, not a rulebook.
        Our strategy was to create a whole new world — literally. ‘Mondo Misura’ translates as ‘World of Misura’ in Italian, but also nods to balance and measure. It is a vibrant brand ecosystem where every product is a joyful companion on your personal wellbeing journey. It’s not about telling people how to live, but inviting them to live well, their way.

SERVING UP THE NEW MISURA
We baked ‘Mondo Misura’ into every part of the brand experience. The new visual identity blends Misura’s trusted heritage with a fresh, modern spirit. Natural, earthy tones are paired with fresh pops of colour to signal flavour and vitality. Friendly typography replaces the old ‘dietary’ feel, while honest ingredient storytelling builds trust. Custom illustrations capture small, personal moments — from a morning coffee ritual to a post‑run snack — and rich, natural photography makes ingredients look so fresh you can almost taste them.
        The verbal identity speaks like a trusted friend: empathetic, encouraging and rooted in real life. Every touchpoint, from pack copy to social content, reinforces the idea that wellbeing isn’t about rules, it’s about enjoyment.
        This comes to life most powerfully in the packaging system, designed to work like a conversation in the aisle: warm, inviting and instantly clear. A carefully structured information hierarchy guides different types of shoppers, from those scanning for functional benefits to those browsing for taste and indulgence.

THE TASTE OF SUCCESS
Three months after launch, sales across the portfolio climbed by 12.3%, while value share in healthy bakery grew by 0.5 points. On social media, organic reach grew by 50% and content interactions soared by 260%. By shifting from ‘dietary’ to ‘desirable,’ Misura unlocked its hidden equity, expanded its appeal, and built a stronger emotional bond with a broader audience.

“The new brand positioning aims to bring us even closer to people, with a concrete and accessible language that truly speaks to their everyday lives. The new Misura World marks the beginning of an exciting journey, where we stand alongside our consumers in a more genuine and engaging way.” - Francesco Meschieri, Chief Marketing Officer of the Colussi Group