Italy has made a huge contribution to world culture. During the Renaissance, the greatest masterpieces were created by such masters as Michelangelo, Bernini and many others. The Italians turn everything into art. Even meat delicacies are a masterpiece to be delighted — delighted for their taste.
Interaction with the end customer takes place on the store shelf. The main task in the development of the design was to find a metaphor that is understandable to the consumer. The comparison of meat delicacies with masterpieces of Renaissance art allowed us to show the superiority of the product over its competitors and to emphasize the rich traditions of Italy in the production of salami, prosciutto and other delicacies.
The packaging was supposed to convey the quality and reliability of the brand, inspire consumers to buy. First of all, it was necessary to find effective design elements that would speak about the taste and quality of the product, emphasize the attentive attitude of the manufacturer to the traditions of production. And the packaging had to be harmonious, clear and not overloaded with information. The second task was to create an emotional image that would attract the target audience and distinguish the packaging from the competitors. The main packaging is a plastic tray with marble texture printing. The paper header is printed using offset printing and gold foil stamping. Each item of the series has its own separate visual element – an image and an inscription. Three main brand colors chosen by the designer are white, black and gold. Gold is a symbol of the golden era in art – the Renaissance.
The unique design emphasizes the attentive attitude of the manufacturer to the product and respect for the traditions of production. Bright packaging and contrasting details distinguish the product on the shelf among competitors. The use of gold foil stamping enhances the premium character of the product. All this makes the product more attractive to consumers and helps them make a purchase decision faster.
- Agency/Creative: Dmitry Kultygin
- Article Title: Dmitry Kultygin Creates New Packaging for Italian Meat Delicacies
- Organisation/Entity: Freelance, Non Published Concept Design
- Project Type: Packaging
- Agency/Creative Country: Russia
- Market Region: Europe
- Project Deliverables: Brand Creation, Branding, Graphic Design, Packaging Design, Research, Tone of Voice
- Format: Tray
- Substrate: Plastic, Pulp Carton