From touch to sight: an identity that tells gastronomic craftsmanship without showing the product.
Company
Nuovi Sapori
Sector
Food & Beverage
Activities
Brand Identity, Visual Identity, Packaging
For Nuovi Sapori we chose an unusual approach: instead of photographing pasta we transformed its textures into abstract graphic patterns, creating an identity that tells craftsmanship through pure forms, evoking the product without revealing it.
Strategy
The food sector is dominated by hyper-realistic photography of perfect dishes, studied lighting and saturated colours, but Nuovi Sapori wanted something different. How to communicate craftsmanship without falling into stereotypes? The choice was radical: no photography, but graphic patterns translating the textures of hand-rolled pasta, evoking the tactile quality of the product.
Development
The visual identity transforms fresh pasta textures into geometric motifs for packaging, evoking raw material without the need for photography. Counterbalancing this graphic rigour is the mark. Drawn freehand and digitised preserving every irregularity, the logo becomes the craftsman's signature: an imperfect sign witnessing the authenticity of manual work behind every product.
Outcome
This authentic visual synthesis positions Nuovi Sapori as a high-end laboratory. The coordinated image builds recognition based on sensoriality and product culture, restoring value and prestige to artisan production.
