RACCONTI DEL CAMPO:
Positioning, naming, concept,
brand and packaging design and system
Background: Selezione Casillo is a leader in the marketing of high quality semolinas and flours and can rely on an immense store of experience and knowhow, which are transferred to each product offered. Experience and knowhow that have come to life in two projects created together: “Semole d’Autore” and “Madre Pietra Padre Grano” (Mother Stone, Father Grain).
Objective: To give meaning and strength to the range, utilising the specific features of each single variant and developing the intangible factors able to create the Vision in the mind of the public, opening to their comprehension and imprinting itself in their memory.
The project: Following a stage of analysis we identified the concept areas able to create a common thread between the products, with all their differences, to establish a true range. A way was chosen between the concept areas of KNOWLEDGE and WELLBEING, both in close relationship with market targets and trends. This took shape in the communication concept, “A story in every grain”. Every grain does in fact carry a story within itself, a point that doesn’t change whether it’s cereal or legume, to each its own. Sowing, seedling, growth, sun, wind and rain. These are the factors able to give value to the reaction between nature, that offers, and man who gathers. An age-old but still modern story of the countryside, summed up in the brand name “Tales from the field”. The result is a range of products with a strong family feeling and at the same time a visible characterisation, outlined by the illustration that changes for each variant. The skilful use of the pantone Black 6 U on opaque white materica paper makes the design particularly near and inviting to be touched
The illustrations were accomplished by the magical hands of the Durante sisters.
The photos were produced together with Studio Chilesotti