Illustrator: Luca Mazzoleni
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Baked bites
Packaging Substrate / Materials: Plastic bag
Printing Process: Roto
Background: Morato Pane&Idee is a leading Italian company in the self-service bread sector. A specialist in sandwiches and bruschetta, the company is increasingly expanding into the ‘grissini’ bread stick segment. Since 2016, the brand has been undergoing an important internationalisation process. The first products exported were two ranges of “cracker” bread: ‘grissini’ and ‘chicche di pane’ bread bites under the ‘Dadò’ brand.
Project objectives: Create a brand identity specifically for the international market that could convey the company values, while also appealing to the ideas and visual imagery that people in other countries conjure in their minds when they think of Italian gastronomy. An imagery made of colours, flavours and textures, but most of all flavour.
The project: We imagined the ‘typical’ experience of a foreign tourist who is travelling in Italy for pleasure or business. Around this idea, we created a picture of a traveller in a restaurant or trattoria. As they are making notes on the things that have amazed them the most about our beautiful country, they are savouring some typical dishes, accompanied with the brand’s delicious products. Thanks go to studio Chilesotti for the photography and Silvia Foco for the photo-editing.