Pasta is essentially the most comforting meals in my world, however Italian chocolate appeals to all of the human senses. Chocolate is scorching and funky—particularly the packaging.
Angelini Design, based by Carlo Angelini, has lengthy been a go-to design agency for its distinctive mix of historic and up to date visible sensibilities. With places of work in Rome, Turin, Paris and Shanghai, it’s actually worldwide, but when all is claimed and executed, traditional Italian firms search their enviable consideration to graphic element. A great instance of that’s the following redesign and refinement of Strega, identified for its Alberti confections and liquors.
Angelini has been dipping into the tasty typographic legacy of Strega to honor and advance the graphic language that makes the model so recognizable. Accomplice Michele Angelini, Carlo’s son, has been operating the Shanghai workplace for 2 years, however all the time finds time to speak about his love of his heritage. I requested him to whet our appetites by way of the next dialog.
How lengthy did this challenge take?
Right here you possibly can see 4 totally different tasks, each with its personal challenges and specificity. The 2 chocolate packaging system—Strega and Strega Alberti—took round three months from transient to the supply of the execution recordsdata. The limited-edition sleeve (above) took us round one month. The Easter packaging system (under), round two months. In all these tasks there was an preliminary deep analysis on their huge graphical and visible historical past that then impressed us by way of the entire tasks.
Strega suits your classic aesthetic completely. Had been you in heaven doing this?
Strega suits completely our imaginative and prescient of design, a piece which is all the time based mostly on cultural roots. We name it “model heritage.” Within the final years we labored an increasing number of with manufacturers which have a robust historical past and background. It requires a selected method to know their custom and values and translate them into future imaginative and prescient.
Strega is an ideal case with out a distinctive positioning; it’s a model with greater than 150 years of story that’s actually a part of the Italian tradition. Strega labored with one of the best illustrators and promoting masters of the previous (from Depero to Dudovich), and it all the time promoted tradition and innovation by way of arts. Simply an instance: In 1947 Strega created the “Strega award,” which continues to be at the moment crucial award for Italian literature.
Did you must create customized kind and lettering, or was all of it there for you?
All kind was created by us. Strega has all the time had a really variegated language in his historical past, each by way of kind and illustrations. In our pack we tried to point out off this richness and selection.
I see you had an opportunity to combine it up—for instance, with the 2 chocolate traces.
Strega—which is the road with the liquor Strega—has a singular kind design; every product/pack is totally different from the opposite one. Strega Alberti—the road with out the liquor—has a extra constant typography all through all of the packs.
All I can say is, deliver them on. I’m addicted.