Creative Agency: QNY Creative
Creative Director: Ezio Burani
Art Directors: Samantha Clemente & Iker Iza
Illustrator: Douglas Schneider
Project Type: Produced, Commercial Work
Location: New York
Packaging Contents: Tomato Sauce
There is nothing more traditionally Italian than Italian Cherry Tomatoes, but when Saclà wanted to bring their premium sauce products to the US they asked us to provide a design that would make this authentic product feel familiar to the American consumer. “The transparent label allows you to bond with the product. We chose the hand painted illustrations, inspired by colorful fruit and vegetable advertisements in California and Florida, from the 1920s-1940s, a unique art style unseen anywhere else. The combination of the two element together would give you this mix of warm tradition and premium product.” said creative director, Ezio Burani, about the work. To break through the premium sauce category, overloaded with portraits of traditional Italian chefs, we used an image of Saclà’s young heiress, Chiara Ercole. This point rounded out our goal, to make the product feel familiar to any American, particularly young moms, and bring homegrown Italian flavors to any table.