The actions of the campaign are distinguished by a coordinated image which aims to emphasise the concepts of pleasure and flavour associated with eating cured meats.

The slogan is "European Authentic Pleasure", and it appears in the logo of the project, which shows four cured meat products in pink on a black background, with the slogan in Italian for the Italian market and English for the German market.

A specific visual identity, moreover, also connotes and supports online and offline communications activities and identifies all actions, from advertising campaigns to retail sales, publishing of articles to educational projects in cookery schools.

The visual identity aims to evoke the ideas of taste, sharing, joy and pleasure in a European context.