Kamut Brand Wheat identity refresh

KAMUT came to us at a moment of crisis, when its rigorously protected product was being attacked in the Italian media. The problem? KAMUT, an ancient strain of khorasan wheat, produces pasta that makes elderly people weep for the old days: Its flavor and texture recall a purity lost to industrial farming. But Italian agriculture interests were not happy to be displaced by a North American-grown wheat. As a result, costly and misleading smears began appearing in the news. Which meant KAMUT needed a clear brand promise and story to neutralize the attacks as it positioned for global expansion.