C’è di Buono in Italia

Derrick Lin


Agency: Auge Design
Creative Director: Davide Mosconi
Designer: Nadia Parentini
Location: Italy
Project Type: Produced
Client: Pedon
Product Launch Location: Italy
Packaging Contents: Instant Cereals
Packaging Substrate / Materials: Crush Paper
Printing Process: Ecological Inks

The complete restyling of the range C’è di Buono, Pedon subbrand selling raw cereals 100% made in Italy divided in 4 main references, Quinoa mix, Spelt, 5 Cereals and Barley. The challenge was to enhance the naturalness and quality of the product through the representation of the italian roots, the selected and controlled supply chain, the usage of natural materials and of course without forgetting the goodness of the product itself.

Restyling of product’s identity and packaging, starting from the naming to which is added “in Italia” to communicate the direct link with our country and with the field. Following Art direction of the Photographic shooting and of the realization of 4 different illustrated visuals, the italian countryside from north to south.

We made a detailed work aimed to communicate the Italian character of the product. We started with the new naming then we focused on the visual. In the foreground we have the dish with a special recipe (each product has its own) photographed with a warm light that is able to convey the goodness of the product and in the background we represent the italian roots through the representation of the characteristic countryside using a geometric but raw and handmade style that is felt as contemporary, vibrant and suggestive.

Small details, different subjects and the top view fields represent Italy from the Alps to the islands, evoking landscapes and scents of our country. Consistent with this bond to the earth, the box is made with an innovative material: the Crush Paper obtained by processing waste of beans, 100% recyclable. The inks used to printing too are ecological without the use of solvent or chemical additives. – What better idea for a company that produces legumes to create a paper from its own waste?