Creative Director: Giordano Maini
Copywriter: Enza Bergantino
Photographer: Silvia Censi
Account Executive: Yulia Dryn
Project Type: Produced
Product Launch Location: Italy
Packaging Contents: Pre-cooked food
Packaging Substrate / Materials: Paper
Printing Process: Offset
We have developed the packaging design of the entire Fiorucci pre-cooked line, made of cotechino and zampone. The main goal is to develop a visual concept consistent with the corporate values of taste, tradition, and craftsmanship. Fiorucci’s pre-cooked line has as its mission to be distinctive and easily recognizable in the reference market. The ancient soul of the brand must however merge with the current one where the busy life and short times require easy, safe and fast gastronomic solutions.
The vertical packaging is very distinctive and the main focus is on the great photographic impact. The protagonists of the pack are the two shots of cotechino and zampone that immediately arouse the consumer’s appetite. The texts move in a sinuous way while cream / bistro colours create a play of overlaps that gives movement and makes the pack aesthetically appealing, confirming the family feeling with the other lines of the brand. On the packaging side, there is a recipe that recalls elements of Italian regional cuisine in a more gourmet key to underline the great versatility of the product. The recipes are displayed in a simple and clear way with a photographic shot, because even the most rustic recipes should be enhanced and decorated with a gourmet touch.
The result is a line which is greedy and, at the same time, aware of the consumers’ needs, who increasingly want to find the bond between tradition and innovation, between ease of use and quality of the ingredients. The pre-cooked line is the perfect link between the pork butchers of the past and the modernity that makes a delicious dish like cotechino or zampone within everyone’s reach.