Machetto – Pestato di Alici

Idea Studio , a design and digital marketing studio founded in Campania in 2015, stands out for its constant search for personalized narratives for its customers. And the packaging for the anchovy pesto created by the studio for the Ligurian restaurant Machettö is no exception.

The refined restaurant in Pietra Ligure has its roots in the vision of chef Giuseppe Auricchio, who, from the beginning, conceived the idea of ​​creating his own products as well. In fact, the pesto is prepared in a traditional way, using a pestle and mortar. When asked why he chose this type of production process, Auricchio replies: “I could never have represented this land using a product processed in an industrial way: it had to have the voice of the fishermen, the frankness of the artisans, the flavor of Liguria”.

To create the packaging for this particular product, Idea Studio decided to follow this line, opting for a personalized approach. “With the Machettö anchovy pesto we wanted to break the mold a little. We have always felt like that child who doesn’t respect the queue and we wanted to give a soul to the project: ours, and that of the customer”, explains designer Salvatore Bisogno.

To do so, the studio created “Talking Machettö”, a lively origami included in the package that creates a direct interaction with the end consumer. “The origami has a dual function: on the one hand, it adds depth to the packaging, on the other, it offers a playful element designed to stimulate conversations during the preparation of meals or to entertain children in the kitchen”.

Talking about the process that led to choosing Arena Smooth paper for the packaging, Bisogno explains that it is the ideal type of paper to obtain an “extremely natural result” and “being biodegradable and recyclable, it respects the environment”.