Project Type: Produced
Product Launch Location: Italy
Packaging Contents: Meat
Packaging Substrate / Materials: Paper
Printing Process: Offset Printing
The Savigni’s are breeders who have been growing their animals with sustainable methods and incredible attention since 1985. Their animals pasture in a WWF oasis!
The rhythms of their process – from rearing to the growth of animals, meat processing and curing processed products – follow the farmyard’s natural rhythms in a domestic and familiar dimension.
This project is inspired by their strength and their passion of Savigni’s Family. The headline La carne è forte (The meat is strong!) is everywhere. We actually mutated it from the Bible 😛 In the Book there is a verse that says “lo spirito è forte, ma la carne è debole” which means “the spirit is willing (literally strong in Italian), but the flesh is weak”. For the Savigni’s we thought we could leave spiritual issues to whoever is in charge of that and just focus on the meat. 🙂
From this concept, we built the entire branding around the symbol of a gym barbell, generated from the two dots of the letter “i” of the family names. The logo is playful and the gym barbell has become the ubiquitous mark of communication (sometimes becoming a pair of glasses, eyes, the nose of an animal and so on), balanced with the great energy of the color pink. It’s an unconventional image related to the competitors but it’s funny, fresh and modern. For sure it stands out!