Il Salato / Motta

Agency: 6.14 Creative Licensing
Creative director: Luigi Focanti
Art director & graphic designer: Giulia Ripamonti
Project Type: Produced, Commercial Work
Client: Motta / Bauli
Location: Italy
Packaging Contents: Snack / Panettone
Packaging Substrate / Materials: Plastic

“Il Salato” Motta is a project characterized by the desire to intercept the new styles of consumption of a specific target (young women and men) in search of novelties, attentive to contemporary trends and that appreciates practicality and functionality.

The visual identity has been designed to be captivating, not forgetting the strong link to the tradition of an iconic brand and with a great story like the Motta brand.

We took care of the naming, the logo design, the packaging design and the design of the materials for the point of sale giving immediately a stylistic identity to the new product. For the naming was done a careful study of the lettering “Il Salato” which is inspired by the typographic compositions of the Motta tradition.

A vintage recall that not only follows the visual trends of recent years but is also synonymous of quality. The project involved three product references: tomato and olives, onion and cheese, Provencal herbs and pecorino, all represented visually with a joyous explosion of the individual ingredients that generates a fresh and modern tone for new consumption occasions: brunch , appetizers, aperitifs.