Giorgio’s Artisan Cheese was born from the bold dream of a young Sicilian cheesemaker who arrived in Australia in 2004 with little more than his skill, ambition, and love for authentic fresh cheese. After years supplying Melbourne’s top chefs, Giorgio’s name had become synonymous with craft and passion, but to succeed on shelf the brand needed an identity that was every bit as distinctive and full of character as the man behind it. Disegno was tasked with building a brand and packaging system that would honour his story while cutting through the sameness in the supermarket.

The design challenge was clear: in a category crowded with heritage-heavy imagery — Italian flags, script fonts and rustic cues — Giorgio’s needed to feel authentic without falling back on the expected. Rather than rely on generic signifiers, Disegno placed Giorgio himself at the centre of the brand. His hand-drawn signature became the logo, a mark of authenticity and pride that connects the founder directly to the product. This single gesture transformed Giorgio into the brand, embedding credibility and storytelling in one stroke.

Every detail of the packaging system was crafted with purpose. Bright blocks of colour create immediate standout, rejecting the muted palette typical of artisan cheeses and signalling a confident, modern presence. Each variant takes on its own vibrant hue, aiding navigation while projecting freshness and energy. Illustrated piazza scenes capture the charm of Italian life with subtlety, while playful food drawings add appetite appeal and spark inspiration for how the cheese can be enjoyed. Together, these elements layer warmth, culture, and joy without tipping into cliché.

Typography balances tradition with modernity with bold variant names providing clarity and hierarchy. The overall composition achieves a rhythm that feels expressive yet premium, handcrafted yet assured — packaging designed not just to look beautiful on shelf, but to feel engaging in hand and memorable in the mind.

By anchoring the brand in Giorgio’s personal journey and expressing it through colour, illustration, and signature, Disegno created a visual identity that feels vibrant, human, and unapologetically individual. Giorgio’s Artisan Cheese moves beyond conventional cues to offer something rare: a brand that communicates authenticity through design in a way that is as soulful as it is contemporary.