Unveiling "Racconti del Campo": A Unique Design Concept

Exploring the Innovative Packaging Identity by Giacomo Stefanelli and Barbara Cesura

Designing a packaging identity that stands out in a saturated market is no easy feat. However, Giacomo Stefanelli and Barbara Cesura, creative directors for Selezione Casillo, part of Italy's largest wheat company, managed to do just that. Their innovative design concept, "Racconti del Campo" or "Field Stories," is a testament to their creative prowess and understanding of the product's essence.

The design concept was inspired by the diverse origins of the flours – maize, rice, kamut, durum wheat, common wheat, chickpeas, and more. The designers sought to find a common thread that would weave these diverse products into a cohesive narrative. They found their answer in the fields where these raw materials grow. Each field, they realized, had its unique story to tell, and these stories became the soul of their design concept.

The packaging identity, realized on white kraft paper bags printed on the rough side and matched with a PE transparent film, is treated as a book chain. Each package, akin to a book, tells the story of the field from which its contents originate. The design is printed in seven colors, with two Pantone 6 U blacks used for the illustrations and text, and the remaining colors used for informative icons.

This innovative approach to packaging design not only differentiates the product range but also adds value to the product's richness. It brings to life the uniqueness of each flour, its values, and quality, all while keeping them linked under one concept. The design project, which spanned from February to October 2015, was executed with the help of a dedicated team, including Stefano Giuseppe Dell'Orto, Durante Marina, and others.

The "Racconti del Campo" design concept faced its share of challenges, the primary one being to find a concept that would unify such diverse products in an interesting, unique, and differentiating way. However, the team's hard work and creative thinking paid off when the design was awarded the Golden A' Packaging Design Award in 2017. This award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, the "Racconti del Campo" design concept is a shining example of how innovative thinking and a deep understanding of the product can transform ordinary packaging into a narrative masterpiece. It serves as an inspiration for designers worldwide to think outside the box and create designs that not only stand out but also tell a story.