San Carlo – Più Gusto

Transforming the product’s name into a brand, preserving its identity.

Areas: Creative Strategy, Packaging Design, Portfolio Design, Pop material & Sales materials.

Intro

San Carlo is a company with a strong Italian brand identity, which makes its roots a source of pride and distinctiveness. Born in Milan as a rotisserie, it has been able to expand worldwide becoming the pioneer of savory snacking, first in Italy and then abroad bringing this competitive advantage. Its mission leads it to transmit the typical characteristics of Made in Italy to its products: style, passion for taste and know-how, also represented by its entry into gourmet recipes and food pairings.

The Challenge

Più gusto has built a solid bond with its consumers over the years, becoming a love brand. To enhance this uniqueness, San Carlo decided to restyle the brand to evoke the Italian roots and the international flavor of the product. To involve the consumer in this contemporary and dynamic atmosphere, the key themes were curiosity, discovery, experience and travel.

Accomplishment

To increase the desirability of a brand and underline its link with the Italian spirit, we decided to present the ingredients with a natural and minimal style. The visual were simplified: the band has been located in the right area of the pack; the colors and textures were selected with the aim of facilitating the shelf navigation and evoking the used ingredients. Even the logo was reviewed, making the pack more current without compromising its recognition and capitalization acquired over time.

The back of pack contains memories of a handwritten travel diary, in calligraphy, by the taste hunter Nina. Her discoveries, her annotations and her advices engage the consumer into a real “exploration of taste” dedicated to the curious ones.