Voiello “La Scaramantica”

Agency: Auge Design
Creative Director: Davide Mosconi
Designer: Miriam Frescura
Photographer: Maurizio Di Iorio
Illustrator: Olivia Knapp
Location: Italy
Project Type: Produced
Client: Voiello
Product Launch Location: Italy
Packaging Contents: Food
Packaging Substrate / Materials: Paper, Plastic

The Voiello Christmas special edition gift box that will bring you luck. Tiè!

Designing a precious, special edition gift box containing in addition to the pasta other materials linked to Voiello and the Neapolitan tradition. An ideal Christmas gift purchasable on Amazon and the historic Italian luxury department store La Rinascente Milano.

We choose 4 iconic luck symbols, the red pepper (everyone got one in Naples!), the four-leaf clover, the number 13 (tricky one) and the horseshoe and we used them singularly to decorate every element adding for each one a caption explaining why it brings luck. The engraving style we defined for the illustration is very elegant and connected both to the historical Neapolitan tradition and the roots of the Brand itself.

What’s Unique?
Naples is famous for its superstitious pop culture and by tying us to this theme we designed “La Scaramantica”, a box with a special content dedicated to Luck. Inside there are 4 different Pasta packs redesigned for the occasion and 4 elegant plates in very fine porcelain. Beside we designed a recipe book that contains only auspicious recipes with ingredients that “bring luck”. It was the great Italian chef Cannavacciuolo, Neapolitan himself, who created them by revisiting dishes of the Italian tradition in a surprising and delicious way. The perfect gift for foodies, who certainly also appreciate the wish of good luck for their Christmas and New year feasts.