Mutti: Mutti Special Edition for Fico Eataly World, 1

Credits & Description:

Brand MUTTI SPA
Entrant AUGE DESIGN FIRENZE
AUGE DESIGN Firenze, Italy Entrant Company
AUGE DESIGN Firenze, Italy Idea Creation
Davide Mosconi Auge Design Designer
Giovanni Stillittano Auge Design Designer
Synopsis
Mutti is the Italian excellence in the processed tomatoes field. For this reason, the company was selected by FICO Eataly World (the world’s largest agri-food park) to be ambassador of the industry. To celebrate this acknowledgment, Mutti commissioned us the re-design of 6 special edition packs among their standard offer: 4 lithographed tin cans (Tomato Pulp, Cherry Tomatoes, Peeled Tomatoes, Datterini Tomatoes), a Tomato Puree glass bottle and a Tomato Concentrate tube.
Outcome
As long as obtaining a great sales feedback, leaving both the Brand and the customers very satisfied with the product,
the project sensibly increased the brand’s value to the public’s perception.
The work has been spontaneously published on the most important international design blogs and websites, accomplishing to become a very successful case history on the web.
The design of this limited edition also achieved a great media response on various non-sectorial media, without the support of any advertising campaign, being featured also on the first Italian national daily newspaper (La Repubblica).
Lastly, these packagings obtained a vastly positive feedback from collectors and food-lovers.
Execution
Starting from the original product’s range format, we re-designed every piece in a disruptive and unique way.
Every product was narrated and characterized through the use of an accurately selected typography which could describe its peculiarities; and a representative symbol that could make the object iconic, collectible, arrangeable into a pattern.
All of this was made speaking in a regal and elevated tone of voice but avoiding to make the product take itself too seriously, in a commingling of modern, infused with tradition and history design.
We made these products look glamorous and luxurious through a particularly curated crafting, enriching the packagings with sophisticated finishing such as gold foils, shining ivory surfaces contrasting with bright colors, silkscreen printed natural materials.
Campaign Description
The high quality product is depicted graphically as a dialogue between future and past where the first is visualized through system of symbols that becomes a powerful pattern, whereas the second is the accurate and precious outside crafting. Tradition, preciousness, quality, design: a tasty souvenir of Italy.
Target Audience: Italian food lovers & tourists.
Distribution: Eataly World
Cost: approximately 2€ cad
Displayed on standard shelves.
Size of production: starting from 100.000 piece for each product