Morato Abroad Markets: An Italian Gastronomy Experience

Italian Designer Giacomo Stefanelli's Award-Winning Packaging Design

Stefanelli's design was inspired by the typical experience of a foreign tourist traveling in Italy. The design team envisioned a traveler in a restaurant or trattoria, savouring typical dishes, and making notes on the things that have amazed them the most about Italy. The packaging design aims to evoke this experience, appealing to the ideas and visual imagery that people in other countries associate with Italian gastronomy.

The unique properties of the design lie in its ability to evoke the pleasure of a real Italian experience. The design team aimed to create a brand identity that could convey the company values while also appealing to the international market. The design is intended to make people feel the enjoyable pleasure of a journey into Italian beauty, even if only for a moment.

The design was realized using an 8-colour print on a carton box for breadsticks and a flow pack bag for Dadò. The design process took six months and was carried out in Vicenza, Italy. The team included communication consultant Stefano Giuseppe Dell'Orto, Creative Directors Giacomo Stefanelli and Barbara Cesura.

The project faced the challenge of creating a design that remained within the Italian design system while also being completely new and tailored for the international market. The team also had to maintain a family feeling between the two. Despite these challenges, the design was successfully completed and has been well-received in the market.

The design was awarded the Golden A' Packaging Design Award in 2018, a prestigious accolade granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. The award recognizes products and ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.