In 1923 the very young Asti businessman Secondo Ercole founded SALPA (Società Anonima Lavorazione Prodotti Alimentari) for the trade of fresh fruit and vegetables; together with his wife, Piera Campanella, he grasps the business idea of using, during the harvesting season, the production surplus of typical vegetables from the Asti area and transforming them into a preserved product, to be consumed at any time of the year.

In 1939 the company changed its name to SACLA, an acronym for “Società Anonima Commercio Lavorazioni Alimentari”, with no accent on the last letter and adopted the first blue mark, with lowercase characters at different heights, vaguely calligraphic.

In 1965 the logo changed with the inclusion of a new logotype made up of printed characters in a blue house, thus reinforcing the concept of familiarity. Pitted olives are an original idea of the Ercole family; in 1966 the company made its debut in the world of advertising by creating commercials for Carosello that will contribute significantly to the reputation of the logo to which, to make it more appealing, the accent on the “a” was added; memorable the television jingle, cheerful and funny, which recited: “Olivolì, Olivolà, Olivolì, Olive Saclà!”.

In 1969 the restyling of the font with all the letters of the same height.

Then, in 1974 there was a logo revolution, completely abandoning the previous graphic design with new colors, shape and appearance. The font is in green uppercase on which a stylized red crown is drawn; just below a line at its base and a perimeter frame; this logo was designed by Gio Rossi.

In 1981 the designer Gio Rossi made several changes to the logo: the crown appears with semicircles cut horizontally, the straight line is reduced giving space to a thicker golden frame that acts as a perimeter for the entire logo. In 2001 the crown of the logo was completely transformed giving life to a sort of filament that runs through it.

In 2003 Saclà presented itself on the tables with a new logo that communicates the passion for good Italian food and the constant effort to innovate with excellent products. The crown is made even more minimal, composed of a filament that emulates its shape in the upper part; just below is the inscription Saclà in capital letters and the word “Italy” is added, given the foreign successes. The TV commercials convey a simple but effective idea: to eat well, to feel “king” every time you sit down at the table, there is nothing better than the goodness of Saclà. An exceptional testimonial was chosen to tell it: Emanuele Filiberto Di Savoia.

In 2026, Saclà refreshed its brand, image, and product narrative with a marketing strategy that will unify its global positioning. As part of this strategic process, the agency CBA Italy created a more distinctive and contemporary visual system: the crown was reinterpreted, becoming the very shape of the brand. The introduction of the color “copper” adds a refined and modern touch, emphasizing quality and attention to detail.