Feast for thought

My two cents. An editorial by Giacomo Frigerio.

Food is often the topic of conversation, probably too often. Especially where I was born. In Italy, food is a religious matter. Something that brings people together, but also divides them.

Think about salame… if you travel 10 kilometers in any direction, salame is made differently. Take, for instance, the area where Blossom is located: here we have Brianza salame. Just 15 km away, you’ll find traditional Milanese salame, and in Bergamo, another 20 km further on, they produce a softer salame with different techniques (I still remember my grandfather, Agostino, and his friends gathering in a small town in the province of Bergamo to make salame together – a moment of celebration, community, storytelling, and brotherhood). If you visit Crema, you’ll discover other types of salami (plural of salame) with different shapes, then comes Piacenza-style salame. From there, you enter the land of Felino, then Parma, and so on. In short, by the time you reach Reggio Calabria, you’ll have come across hundreds of different types of salami.

This is reflective of our small country and its many unique culinary traditions. And it’s precisely this uniqueness and diversity that provides daily inspiration for people like us, those who never settle for the ho-hum, for “normality,” for the ordinary.

We are a communication agency with a chef and a kitchen. Back when we started and there were only five of us, we made pasta and ate lunch together. Now there are many of us. Our chef Paola cooks incredible things every day to help us balance the energy we need to perform at our best.

Because food is not just pleasure, it’s also vitality, culture, life. An essential part of our day-to-day and work, it fuels us. We have clients in this world, from small producers of high-quality products to big brands seeking to revolutionize the market. For those who come to our Blossom headquarters north of Milan, there’s always a bite of something to welcome them. An inviting aroma that makes them feel at home, like when mom used to cook up a meal for our friends.

In this issue of Snap, we blend our love of food with our desire to learn, discover, and seek new ideas, sharing stories of people in the industry who have inspired us and whom we respect.

Happy reading, and buon appetito.

Milan, Via Tortona 9. It didn’t take long for Giacomo Frigerio, CEO and Founder of Blossom, to realize this was the right place. This is where we’ve moved, and this is where we invite you to join us in a new chapter of Transforming Perspectives. Watch now.

People say all sorts of things about Milan. That it’s grey and overcast, but also vibrant; international, but never enough; fast-paced, but familiar. Hard to pin down—much like those who can’t sit still and have change in their DNA. That’s Milan. Nowhere is this more true than in Tortona. 

Tortona is a fracture that refuses to heal, where fragments of the past remain embedded in the framework of the present. Once, there were factories, workshops, workers’ homes, and the Porta Genova railway as its backbone. Today, warehouses have become ateliers, old glassworks are now creative hubs, courtyards double as exhibition spaces. There are long-standing shops and concept stores, young designers and the carpenter methodically sanding his furniture, legacy fashion houses and the hardware store owner who’s always been here—each with their own perspective on the neighborhood. There’s a persistent sense of restlessness in the air. 

Blossom couldn’t have chosen anywhere else. Via Tortona 9, in a building that has kept its foundations but transformed many times over. It isn’t just an office; it’s a hub for transformation. Here, people are free to challenge themselves and each other, continually encouraged to reframe their outlook. Anything can happen: team brainstorms, the creation of new tools to rethink communication, unforgettable events and dinners. Giacomo Frigerio saw immediately that this was the right place for Blossom. Together with architects Michele Bellinzona and Alberto Fraterrigo-Garofalo, who oversaw its renovation, he leads us here—into the heart of Tortona. Where transformation happens. 

BRANDING AND STRATEGIC RESTYLING

Vert is the line of eco-detergents under the Chanteclair brand. Known for its focus on
sustainability, the range was at risk of being identified with an image that didn’t fully
communicate the strength and performance consumers expect. Blossom stepped in to lead a
strategic restyling: reinforcing the sustainable positioning while making the products’
powerful effectiveness immediately clear. The outcome is a visual identity that moves past the
compromise between green aesthetics and proven performance.

FROM GENERIC CODES TO A DISTINCTIVE MARK

A process of structured dialogue with the Real Chimica team led to a redesign, with a bolder
green palette and a visual hierarchy that highlights the product name and key benefits. The
goal: to overcome the widespread perception that “green” means less effective compared to
traditional cleaners. In this context, Vert’s new image was shaped to make its dual strength—
sustainability and cleaning power—instantly visible.

For the third consecutive year, ILO has chosen Blossom to give voice—through an official video presented at the Global Citizen Festival in Central Park—to its vision of social justice and decent work. This event brings together activism, institutions, and civil society, shining a light on the crucial issues of work, rights, and sustainability.

The ongoing partnership between ILO and Blossom is built on strategic and creative dialogue, transforming values and priorities into impactful global communication tools. The video challenges us to rethink the role of work: not just a paycheck, but the foundation of dignity, social cohesion, and inclusive development. Data, vision, and a direct call to action: renew the social contract to build a fairer future.

Watch the video and see how partnership can transform the global conversation.

From Karate to Boxing. Martina Caruso’s Rise to the Top.

Watch the latest episode of Transforming Perspectives.

July 2021. Heat, windows wide open, TVs on.
One year late, the Tokyo Olympics finally air.

Sitting in front of one of those screens is Martina Caruso. For years, she dominated karate mats around the world, collecting European and World Championship medals. Then, still at the top of her game, she walked away. Done. But watching the Olympics, she feels something is missing. Competition—that’s what. A few days later, she laces up a pair of boxing gloves. Four months later, she steps into the ring for her first professional match. With one goal in mind: becoming the greatest female boxer of all time.

She tells us about it in the gym where she trains every day, in Brianza. What started as a simple conversation turns into a sparring session. And what we thought was just a story about switching sports turns out to be something much bigger. Because Martina isn’t built for comfort zones. She doesn’t fear a challenge, whether it’s an opponent or herself. She’s been facing pain her whole life—inside and outside the ring. And when things are left unfinished, she doesn’t let them hang.
She closes the loop. But, most of all, she knows there’s only one way to get where she wants to be: shifting her perspective. Every single day.

Transforming Perspectives: Giorgia’s rebirth and the power of looking beyond.

Sometimes, it takes choosing to see things from a different angle to discover a new reality, a better possibility. That’s what we experienced at L’Imprevisto, a community in Pesaro that welcomes young people facing challenges, offering them a path to recovery and renewal.

Our work is about guiding people, brands, and organizations toward new ways of communicating and viewing the world. That’s why we went there—to hear their stories, to listen, but most importantly, to witness what it truly means to change perspectives. We asked Giorgia– who spent two years in the community – and the other young women: what does it mean to them to see—and live—life from a new point of view?

Their answers revealed the power of a shift in perspective: a vision that redefines the present and opens the door to the future. Just like Speed of Plight by Loyle Carner, the soundtrack of this video, which explores personal struggles, the search for balance, and the journey to find one’s place in the world. Transforming Perspectives is exactly this: acknowledging challenges, embracing them as part of the journey, and discovering new possibilities through a different lens.

Watch the first episode.