Voiello “‘a vita è ‘nu palcoscenico”

Derrick Lin


Agency: FutureBrand Milan
Chief Creative Director International: Gianni Tozzi
Location: Italy
Project Type: Produced
Client: Barilla
Product Launch Location: Global
Packaging Contents: Pasta
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

Pasta belongs to the market segments that have changed the most over the last years. Small brands have moved up to premium positions thanks to the quality of their products, and also to their ability at creating a storytelling that would satisfy the consumers’ hunger for pasta, of course, and also that for stories. In this scenario, Voiello’s storytelling needed to go back to the very essence of the brand and to its bond with Naples, that stood in the background.

FutureBrand was given the task to restore the brand uniqueness and its product premiumness by reconnecting it with its roots and letting it express its all Neapolitan passion for pasta prepared as it should.

“For this rebranding project we have literally dived in the true meaning of being Neapolitan, and investigated the most traditional as well as the most contemporary traits of Neapolitans, because we sensed that Voiello’s attitude, its force and uniqueness derive entirely from this special city,” says Marta Proto, Account Director FutureBrand Milan. The research produced also a short video documentary shooted on the city’s streets mingling interviews with breathtaking glimpses of Naples and its vicoli.

The strategic part of the project lies on the solidity of quantitative and qualitative researches, the study of archetypes and stereotypes as well as on that of market trends. An articulated path leading to a positioning consistent with Naples’ spirit of the place, and expressed in the strategic-creative idea “’a vita è ‘nu palcoscenico” (life is a stage). A way to sum up the all Neapolitan attitude to celebrate each single day and to dramatize every experience; to live each instant with passion, inventiveness and creativity and share it.

What’s Unique?
“The values of pasta Voiello – passion, truthfulness, exuberance, intensity and flair – perfectly correspond to the Neapolitan soul and are the recipe for a wonderful meal,” say Gianni Tozzi, Chief Creative Director International. “Each and every detail of Voiello brand identity expresses the essence of the brand: the blue of the sky and of the sea; the iconic window and the scarlet curtain of the San Carlo Theatre; Pulcinella leaning out of the “guattarella” as per the noblest Neapolitan tradition; the golden decorations of the logo, they are all a homage to the city of Naples”.