Design: Michaella Ballas
Project Type: Student Project
School: Royal Melbourne Institute of Technology
Course: Communication Design
Tutor: Renato Gallina
Location: Melbourne, Australia
Packaging Contents: Su Filindeu Pasta
Packaging Substrate / Materials: Wood, Perspex, Linen, Paper
Printing Process: Digital Printing, White Ink, Screen Printing
Abraini’s Su Filindeu is the rarest pasta in the world. Made exclusively in Nuoro, Sardinia by the women of the Abraini family, this is the first time this elusive pasta has been commercialised. Translating to ‘threads of god’, Su Filindeu is made by kneading the dough and pulling it into hair-thin strands. This is a luxury product.
This packaging reflects the heritage of Abraini. Made of recycled wood, the package is durable and reusable, to become a container for pasta within the pantry. The pasta comes wrapped in a screen printed linen tea-towel, for use while cooking the pasta. Three cards note the heritage, process and a recipe for Su Filindeu. The art direction incorporates hand painted Sardinian ceramic tiles, based upon the architecture of Nuoro and the history of Su Filindeu. The box has been engraved for subtle branding purposes. Finally, the wood was oiled and waxed using beeswax and olive oil for a subtle rustic, edible scent.
The packaging box was made with oak wood and perspex. The cards and bellyband are printed digitally onto textured paper. The sides and the bottom of the belly band have been printed with white ink and the tea towel was screen printed. The contrast finishes, weight of the box and engraving ensure a luxury feel, while the hand-painted tile motifs keep the package light-hearted and family orientated.
The materials of the box are unique for food packaging. The wood is durable and reflects part of the process of making Su Filindeu; when the pasta is stretched to dry over a wooden board. It is waxed and smoothed adding pure luxury.