Armatore Core Line

For years we have been building with Armatore, the anchovy and preserved fish company from Cetara on the Amalfi Coast, a visual universe that interprets the culture of the sea through different languages and expressive registers.

With the restyling of the Core line, the evolution of the historic Lo Zingaro di Mare range, we faced a new challenge: bringing order, consistency and recognisability to a range of tuna, anchovies and their variations that had grown over time, without giving up the brand’s artisanal character and personality.

This led us to leave behind the more symbolic representations of the maritime world and look for a more essential language, one that finds its narrative strength in the product itself.

Nature before symbols

The starting point was a change of perspective: no longer telling the sea through its symbols, but observing what lives in it.

The movement of the fish, the way they gather in shoals and the rhythm with which they cross space become the narrative and compositional principle of the new collection.

A direct look at what the product tells, rendered with an instinctive and deliberately irregular illustrative stroke that conveys the vitality of the subject without losing the personality of the drawing.

The poetics of the shoal

The shoal becomes a dynamic visual system, in which repetition, changes of scale and movement build ever-different compositions.

The illustrations run across the entire surface of the label, going beyond the traditional distinction between front and back and turning the packaging into a continuous narrative space. The cylindrical shape of the jar amplifies this intention: the movement ideally continues along a circular surface, evoking the endless flow of marine life.

A visual intuition translated into a rigorous graphic system, where composition, typography and colour accents organise the range and make each product immediately distinguishable.

Instinctively Armatore

The search for simplicity does not mean giving up expressiveness. The illustrated mark, the materiality of the paper and the texture inspired by fishing nets, which also features on the lids, build an authentic and recognisable language that preserves the brand’s craft soul.

A balance between order and expressive freedom that enhances each product and gives the collection a new overall identity, designed for specialty food stores, e-commerce and the horeca channel.

The result is a restyling that renews the language of the Core line without breaking the dialogue with the past: a project that finds a new visual principle in the observation of nature.

Pentawards 2026: Gold Award, Fish, meat and poultry.