Stefano Faita, a nationally recognised personality, and his partner Michele Forgione, entrusted us to create the brand identity and packaging for their first line of ready-to-serve grocery products. Since October, shelves have been stocked with four varieties of canned tomato sauce (Tomato and Basil, Marinara, Arrabiata, and Rosée) featuring an eye-catching graphic design that breaks from the usual codes of the category.
“I wanted to give the products a tangible and pertinent presence, so they would stand out by the quality and simplicity of their ingredients and flavour, as well as their look. The agency has managed to capture my great love for Montréal, Italy, and family with an identity that is authentic and daring at several levels.”
— Stefano Faita, restaurant owner and businessman
It was a major challenge to differentiate the brand in this type of category, where all brands merge into one. The concept’s originality produced a real, appealing identity and packaging that leaps out. Stefano is himself a well-known brand, so the identity gives him a place with a lookalike caricature: jovial, energetic, colourful and attentive to detail.
This attention to detail is echoed in the labels graphic layout, which was developed around a polygon representing the geographic limits of Little Italy in Montréal and in the typographic treatment unique to each sauce. Nutritional and legal information is presented in an unusual vertical manner outside the shape.
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