Antonio Amato, Rebranding
Antonio Amato is rebranding itself to consumers as the ambassador of Salerno, with a new range of products and visual identity.


The Di Martino Group, a historic pasta company run by the entrepreneurial family of the same name, has purchased the Antonio Amato pasta factory. Together we defined the premise and personality of this historic brand from Salerno, interpreting each important factor into the visual identity and products.

"Pleasure is a simple thing" is the new brand positioning of Antonio Amato.

A new brand promise

Salerno’s simplicity and spontaneity are the values that inspired this project, for a ‘down to earth’ brand profile that is honest, cheerful and reflects daily life. We expressed this with the tagline ‘Pleasure is a simple thing’.

The hand painted ceramics of Vietri was the starting point for building the visual language of Antonio Amato.

The project was awarded a Bronze award at the 2015 Pentawards

A visual identity inspired by tradition

We were inspired by the hand-decorated ceramics from Vietri, a very powerful visual element that represents the territory, to visually characterise the brand’s products.

A comparison of the old and new. With the same elements and colors we created a more spontaneous composition, modern and legible both for the logo and the packaging.

A more contemporary brand

We simplified the graphic composition and typography, highlighting the “from Salerno” claim for an immediate connection with this land of origin.

The use of primary colours

We defined the corporate colour palette:

  • red is for passion;
  • blue like the sea and the sky;
  • yellow like pasta.

On the pasta packaging the brand mark integrates itself with the decorative motif conveying the wall of a typical kitchen in Salerno. The packaging has a strong personality, while delivering a expressive dimension to the brand mark and a clear distinction to the product typology.

The special extruded pasta range becomes the Sunday pasta, which presents itself with a more refined look, both in colors and materials.

In the range of the Tomato sauces we introduce the image of the ingredient resting on the work surface in the kitchen of Antonio Amato.

For the product range of Heart of the Mediterranean, the background color uses shades of the sea and the motif of the tile is lightened to give more prominence to the product photography.

To fulfill its mandate of ambassador of Salerno, Antonio Amato welcomed the guests in his home. Inside the stand made for the fair Tuttofood the space was surrounded by Antonio's diary, which told his story.

Antonio Amato has always been ‘Salerno’s pasta’, a product that was historically born in Italy at the heart of the Mediterranean and the Cilento and Amalfi coasts. It appeals to a very wide and mixed target, both on the Italian mass market and internationally.

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