MORATO LINEA BASE:
Packaging design, key visual
Background: Morato Pane&Idee is a leader in the self-service bread sector, particularly the sandwich and bruschetta segment. The brand’s positioning, which is clearly conveyed in its slogan, underlines the versatility of the products, which are perfect for expressing the consumer’s creativity and delight the palate of people of all ages.
Project objectives: Maintain complete continuity with the essential identity of the brand, while evolving the principal product range in two key directions:
1) key product visuals: make them a clear expression and part of the brand positioning, focusing on the appetising appeal and creative versatility of the product.
2) key benefits: each product and format has a specific use that opens the doors to endless creative possibilities.
The project: We focused on the idea of creativity, highlighting the dynamic aspects of the product. The key visuals were devised with this concept in mind and successively interpreted by Hyperactivestudio, together with Food Stylist, Francesca Alberoni. The chosen recipes are tasty and appealing, but easy to make, and each recipe is explained on the back of the pack. For the front of the packaging, we created a series of visual images that highlight the three key benefits or characteristics of the product. The first and most important element is the lightbulb symbol, highlighting the creative style of the brand and its products. The result is an even tastier and appealing identity, which attracts the eye with its rich and fresh imagery.
