Maffei

Agency: BREAK
Designer: Luca Cerri
Project Type: Produced, Commercial Work
Client: Maffei
Location: Milan, Italy
Packaging Content: Pasta

SCENARIO
Maffei produces high quality Pasta since 1960. Today the Apulian company is the Italian leader in the production of semolina fresh pasta.

COMMUNICATION OBJECTIVES
The agency was required to restyle the logo in order to give it a stronger personality and to create a packaging system to make 6 different lines of products consistent with the brand.

CREATIVE SOLUTION
Whilst revisiting the brand it was necessary not to loose continuity with the existing traits of Maffei as a handicraft company. The new logo was therefore developed building up on the existing one. The lettering was made more modern and a butterfly was added, to make the brand more personal (the new element was previously used on the packs of semolina fresh pasta, Maffei’s best selling and iconic product). The new packaging system created consistency between 6 different lines of products: the big heart-shaped window witnesses the freshness of the product whilst making the brand immediately noticeable on the shelf.