Vitelli Foods back to its accessible Italian taste. We revisited the brand's roots and discovered a rich story of a USA emigré turned entrepreneur who dreamed big. Obsessed with quality ingredients and inspired by the old world elegance of Italian design, the brand's founder set a course we wanted to follow - reintroducing Italy design principles of simplicity, elegance, balance and proportion to update their packaging. And while it's early days at retail, we're already seeing significant uplift in consumer engagement - give them a product they want to be seen with and they'll do the marketing themselves.
Handmade by local chefs, the range of LUIGI VITELLI's pasta is based on traditional Italian recipes with a modern interpretation. Filled with locally sourced, gourmet ingredients the artisan pasta is made with whole eggs allowing an authentic Italian experience in the comfort of your own home.
The design of the packaging communicates the authenticity of the product by allowing the product to be visible. We incorporated traditional Italian design cues, such as the illustrations of Naples, customized for each variety injecting an individual personality to differentiate them from the standard varieties available on the supermarket shelf. The resulting design is fresh, expressive and modern with traditional elements.
Vitelli Foods is a company that has already won its audience on the market. That means any design change should be done with respect to the company’s history and philosophy as well as the brand image has grown through the years. Therefore, new design had to take its roots from the existing branding, but offer some refreshment and add some trend.
The design pays homage to the artisanal provenance of Luigi Vitelli’s tomatoes and elevates the status of one of the most original and iconic Italian food brands. This is beautifully complemented hand-crafted illustration, a softer more sophisticated color palette and a more natural substrate to dial up the tactility and taste experience.
Creation of a rebranding project and a re-positioning strategy, with the “Easy to...” communication concept expressing the vast range of what Vitelli has to offer, in a simple, direct manner. Restyling of the Vitelli logoacross all digital supports, reflecting the time-honoured values and traditions of the brand.
Vitelli Foods has been a staple of tomatoes products for more than 100 years. Over time, however, the company began losing its singular focus, becoming undifferentiated against its competitors and lost among mixed messaging. We took on Vitelli’s biggest redesign in a century, covering the entire portfolio. Our mission was clear: to return Vitelli’s to iconic status as the provider of natural natural foods.
The goal was to develop a slightly retro look, without coming off as trendy. The typography and custom monogram were created to mimic the look of graphics from the late 1800s, which along with the 19th-century scientific illustration of the tomatoes, delivers the visual cues that let people know that Vitelli Foods brings a unique approach.
VITELLI FOODS’s brand identity has been weaved together to characterize the founder that started the brand and the place from where it originates. Every element of this identity is vital in representing the brand and its entirety.
Just like the tomato, the brand experience will be diluted with any missing ingredient. The essence of Napoli landscapes and colors have been translated into the packaging as well to give it the handcrafted and rustic feel.
FOMG has built the website with the brand in mind. Spruced up with some interactive features and lovely aesthetics that is a result of a combination of classic and modern styles, the UI conveys all the relevant information beautifully and efficiently.
The visitors are quickly engaged thanks to outstanding experience and wonderful design.
They say you shouldn’t judge a book by its cover. But the truth is, book cover design can make or break a book. Design matters for two important reasons: It’s what gets people to pick up your book in the bookstore or click on the thumbnail when browsing online. For Vitelli Foods we designed a classic and elegant cover that pays homage to the artisanal provenance of Luigi Vitelli and his history.
