Fiorucci

Fiorucci's 165 year old tradition of curing authentic Italian meats began when Innocenzo Fiorucci, a small meat shop owner in Norcia, would visit Rome each winter to sell his delicious charcuterie. Now, the family's flavorful recipes and new look are enjoyed throughout the world. 

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DESIGN DETAIL

With Fiorucci’s distribution picking up speed in America, a refreshed look was needed to aid in variety differentiation and enhance visual appeal. Appetizing food shots, an updated logo, and a new antipasti ribbon are united on artisanal butcher paper pattern to tell Fiorucci's rich brand story. Graphic cues to differentiate each range deliver a unique, but cohesive look as expansive, variety-specific banners provide unmistakable clarity among the recipes. Expressing confidence in quality, spacious transparent windows proudly reveal the cured flavors inside while tastefully-formatted nutritional callouts easily inform the consumer. A truly modern design for an Old-World family tradition.  

Additional Team Players:
Creative Director: Brady Bone
Account Director: Nanda Prashad
Agency: Team Creatif USA
Client: Campo Frio

 

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original packaging

  • Navigational structure to be improved
  • Needs stronger BVS to marry the two distinct ranges
  • Good presence of window to see product
  • Stronger taste-appeal desired