- Mitica by Design Womb wraps Parmigiano Reggiano in saturated matte paper and gold foil, making the cheese aisle’s wax and plastic era feel officially over.
- Italian editorial typography and a wedge shaped wrap make this the most exciting thing in specialty food design right now.
Cheese has spent decades wrapped in wax coatings and plastic, plastered with stock photography of rolling Italian hills. For the most part, nobody seemed to question it until Mitica’s new retail wedge line, by Design Womb, arrived wrapped in deep saturated matte paper and gold foil, and made everything else on the shelf look as boring as ever.
The design replaces the category’s default with rich Mediterranean blues and greens with gold foil stamping appearing on the Mitica brand for the very first time. It achieves attainable luxury without a single drop of pretension, which is exactly what today’s specialty food consumer seeks.
