This Packaging Aims To Capture The Romantic Spirit of Italy

by Natalie Mouradian on 06/28/2018 | 2 Minute Read

Editorial photograph

In 2015 moodley developed the new corporate design for Viani, a Germany based retailer for Italian delicacies. The last step was the revision of the packaging of Viani’s store brand. A quite important task, not least because customers get in touch with a culinary brand in retail mainly by the product’s orchestration. So what was needed was a packaging concept that offers a high recognition factor despite having such a huge range. The tomato products were supposed to play an important role in all of this.

Editorial photograph
Editorial photograph

Tomatoes have always been the base for the majority of Italian dishes – this is why tomato products – from Passata til Sugo – get treated differently. To make one feel romantic Italy when opening a Polpa tin, a special retro edition was created for tomato products: A tasty tomato red is staged prominently and the “Dolce Vita” was translated in an atmospheric packaging design. “That’s amore”, that’s what Dean Martin would say.

Editorial photograph
Editorial photograph

Designed By: moodley brand identityClient: Antonio Viani Importe GmbH Art Direction: Nora Obergeschwandner Graphic Design: Nora Obergeschwandner Consulting: Alex Rehm Rollout: Antonio Viani Importe GmbHLocation: Vienna, Austria

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