Globally renowned brand, Mazzetti l’Originale Balsamic Vinegar of Modena, wanted to launch a set of striking premium gift packaging to bring to life their transformational positioning; ‘The Italian Art of Dressing ’. Working with Boundless Brand Design, who had just created their new contemporary visual identity, the team wanted a tiered gifting approach and a premium look and feel that would engage consumers in both online and high-end gifting arenas. Overall, the gift packaging needed to celebrate their heritage foundations as well as showcase their passion and flair for balsamic vinegar, in a category that for a long time has lacked inspiration.

Now artistic and fluid, the new Mazzetti bespoke gift packaging range encourages consumers to discover the provenance, people, and passion that drives Mazzetti with craft, discovery, and flair at their heart.
Inspired by Mazzetti’s heritage, their passion for the finest ingredients and experimental culinary creations, the new Mazzetti packaging is confidently expressive. Using the brands new flexible design system that is made up of layers of intricate details; wood patterns to reflect the oak barrels that the vinegar is aged in, grape and leaf silhouettes to convey the product’s naturality, splashes that represent the artistry of the vinegar itself, and tones of yellows to draw you into the sunny warmth of the hills of Modena.

We have created a three-tiered approach that helps consumers navigate through the series that ranges in price from £18 to £120. The packs utilise both recyclable cardboard, and paper-based faux leather at the luxury end, maintaining high-quality touches whilst keeping sustainability in mind. The addition of crafted recipe cards and passionate copy help to convey the Mazzetti story in a romantic yet simple manner, appropriate for Balsamic connoisseurs through to first-time users.

Hamish Shand, Founder & Executive Creative Director “We are absolutely thrilled to be launching this new gift packaging for Mazzetti, a brand that speaks to authenticity, creativity and passion that has so much depth. This has been a journey of artful transformation, exploring how we can bring the craft and magic of nature into the whole experience of the gift packaging, ensuring each application feels like a work of art. Mazzetti can now continue to communicate their dedication to quality, their time-honoured recipes and the generosity and artistry synonymous with Italian cuisine.”