Molino Verrini is a family-owned mill in Italy. In 1927 Dante Verrini, the eldest son of a family of farmers living in Fossoli, a village in the municipality of Carpi, decided to start a new business and moved to Mandrio, a small town in the province of Reggio Emilia, where he began to manage a stone mill and founded Molino Verrini.
Almost a century later, the Verrini family chose Dry Studio to do the restyling of the logo and a wider rebranding. The focus of the mill was to transmit the genuineness of their flours in a more consistent and contemporary way. The new logo recalls the old font from the twenties and the story of the company. Existing elements were redesigned and adjusted to create a new balance, paying respect to various generations of millers. The man grinding the flour is part of an old painting made for the family by a local artist in the fifties.
When the mill obtained the organic certification in 2008, Dry Studio was also asked to design the new flours line. It was though both for professionals and private customers. The line includes pizza flour, all-purpose, whole wheat, and semi whole wheat flour, all made with 100% organic Italian grains. The choice was to emphasize, with simple illustrations, the care and the commitment that this family puts in the choice of the grains and the respect for the territory. Through the color choice and the illustration style, the goal was to achieve a natural and yet modern feeling. The packagings aimed to communicate the naturalness of the product at first sight, before even reading that it’s organic. Soft lines and shapes, serif fonts, and the natural palette joint to some details in bolder colors are what the studio used to transmit this feeling. The hand, illustrated while is selecting the wheat, or while is making a pizza, recalls the human element, experience, and passion. It wanted to underline the relation between the millers and the farmers, which is still really important in a family business like Molino Verrini.
- Agency/Creative: Dry Studio
- Article Title: Packaging Design for Molino Verrini Organic Flous by Dry Studio
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Italy
- Market Region: Europe
- Project Deliverables: Brand World, Illustration, Packaging Design, Rebranding
- Format: Bag
- Substrate: Pulp Paper