Innovation 11 May 2026 · 3 min read
Pietro Coricelli at TuttoFood 2026 with a new look
A rebranding project that brings together contemporaneity and history.
On the occasion of TuttoFood, the major event dedicated to Made in Italy and agri-food innovation, scheduled at Fiera Milano Rho from 11 to 14 May, Pietro Coricelli presents itself to the public and industry professionals with a new look, the result of an important project to renew its identity. This evolution marks a new chapter in the company’s history, strengthening its positioning and its ability to engage with contemporary markets, without losing the link with its origins.
The rebranding stems from the need to express itself through a more current image, consistent with contemporary languages, introducing a visual change while keeping its identity and tradition at the centre. The initiative focuses on packaging, with the aim of transforming the bottle into a tool capable of conveying the brand’s positioning, combining design with functionality in the kitchen.
The result is a distinctive and contemporary new graphic look, characterised by bold and recognisable colour codes, embossed details, and a clear, structured information system. The labels introduce information such as the smoke point and usage suggestions, guiding consumers in choosing the oil best suited to different preparations.
The logo has also been revisited with the aim of enhancing the brand’s history while making it more current and effective, strengthening its ability to express Italian identity in international markets.
“We want to tell more about ourselves directly from the label, as a mix of design, Italian pride and beauty,” says Chiara Coricelli, CEO and President of Pietro Coricelli. “We have embarked on a renewal path that starts from image and storytelling, with the aim of intriguing consumers and building a more modern and recognisable identity, without betraying our roots. It is a futuristically retro operation, capable of transforming the bottle into a tool that tells the know-how behind every harvest and pressing.”
The new labels will be progressively introduced to the market starting from mid-2026.
Alongside the rebranding, Pietro Coricelli brings to TuttoFood one of its main recently launched product innovations: the New Seed Oil Range, composed of five references in a 1-liter format made of 100% recycled PET (r-PET). It is a complete and versatile range, designed to accompany every preparation in the kitchen: sunflower seed oil, Friggiamo, corn seed oil, peanut seed oil and Viviamo, a functional mix based on sunflower, grapeseed and avocado oils. The packaging, in line with the brand’s new visual language, is designed to guide consumers in their choice thanks to clear information on nutritional characteristics, recommended uses and cooking performance.
With this presence at TuttoFood, Pietro Coricelli confirms its commitment to innovation, strengthening its identity and projecting itself toward the future of the olive oil sector.
