DIELINE AWARD WINNERS REVEALED

5 Questions With Happycentro

by Elizabeth Freeman on 10/13/2016 | 6 Minute Read

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Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. Today we’re chatting with Federico Padovani, Project Manager at Happycentro, about their work on LATTE by Sabadì.


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1.Walk us through the design process that you went through for this project.

We were asked to work on an ambitious project: the first ever made milk chocolate using cold worked technique, a peculiar way of chocolate making that makes the Sicilian town of Modica globally renowned. We’ve been working with this artisanal passionate chocolatier for a long time and every project he involves us in, give us the possibility to experiment new visual paths. Everything always starts with a deep, rich intellectual relationship with Simone Sabatini, founder of Sabadì, from aerial, ethereal, philosophical premises, towards concrete, precise, convinced shared solutions 

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2.What was one of the biggest goals you set out to achieve with this packaging and how did you accomplish it?

We put a lot of time in defining the final aspect that each product's pack will show. What comes out must always be “the right one”. We normally proceed by cutting what’s unnecessary, towards simplicity without losing soul, but reaching the heart of the project, looking for the perfect balance between content and container, with no extra addition.

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For the project LATTE, Simone asked us to come back on a concept sketched two years before for a different project. It’s interesting that, then, the idea was rejected because Simone liked it but felt it was perfect for something different, yet to come, even in his thoughts. The moment would have come to recover it, we just needed the right occasion, and it came:a brand new chocolate family needed a bespoke suit. The solution has been stopping right at the premises, the essence, designing a real family: mom, dad, girl, boy, grandma, grandpa. Nothing more. The character definition aimed at being universal, allowing everybody to feel represented. Not a girl but “the girl” to identify with, like for the mom, the grandma and so on.

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3.What was the most challenging part of this project?

From a technical point of view, we designed everything by hand, once upon a time they said analog, to obtain “inexact” yet welcoming and familiar strokes. Illus that a child himself could do. A stroke that expressed simplicity, lightness and joyful approach. We also wanted to keep on walking the path of collectibles items (what we always did with Sabadì), both for personal use and for a nice and good present, maybe for daddy!

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4.If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

Well, for us, in Happycentro, the family is an unparalleled value. We like having the chance to insert something that valuable in a commercial project. My dad (Federico Galvani writes) had mustache and loved wearing checkered shirts; I’m dad myself of a wonderful blond brat girl and my studio partner, Federico “the other” Padovani, is father of two boys, and the elder has pretty blond curled hair, while all our grands are and were very important people to us. There’s room, then, to put something of ourselves in what we do, and this is a big privilege of our job. And, even better, we tested that anyone that picks a product sees something familiar in it and when that happens, we hit the target. And we love thinking that credit for this goes to those that inspired us.

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5.Share one lesson that you learned while working on the project.

Every project gives the chance to learn something, whether technical-wise and intellectual-wise.Developing projects about food, we learned using all our senses, discovering tastes that hit our palate. That’s nice. This time, we learned there’s a different way to obtain a milk chocolate, organic, cold-worked to maintain all organoleptic properties of raw materials, with no added chemicals. And we love seeing that traditional ways, rooted way back in the centuries, can still be respectfully innovated. That’s really fascinating.

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