Going back to origins
Tradition and simplicity, essential ingredients for repositioning the Italian pasta brand
Food - Antonio Amato
Pasta Antonio Amato was founded in 1958 in Italy and, according to his own words, it holds a story that smells like wheat and sea, but also counting on research and innovation. Despite its well-known Mediterranean cuisine tradition, it faced some hard times in 2010 and needed to revitalize. It trusted this important mission to our team of strategists and designers to collectively rethink the brand’s strategy and positioning.
Our work started with a study on the category and segmentation of its consumers, in order to identify habits and needs. The goal was to revisit the brand’s values and, based on that, restore its personality and relevance to the pubic through a solid brand strategy.
Inspiration came from its birth place, a land in Cilento Coast, home to the worldwide-known diet indicated for treating heart-related problems, the Mediterranean diet. We summed to such originality the authentic and uncomplicated brand values and then came up with a new essence: “The pleasure of simple things”, which in a simple way conveys Antonio Amato’s traditional creed that elementary ingredients can result on conceiving good food.
Stemming from a concept that highlights origins and simplicity, and also the analysis of competitors’ visual codes, we came to the brand’s new identity, totally inspired by local tradition. The hand-painted ceramics in Vietri, in the surroundings of Salerno, are a real testimony of Italian handicraft, acknowledged all around the world. They were used as an element of connection, meaningfulness and respect. Besides that, the decorative motive represents the wall tile of a typical southern Italy kitchen, which also adds up a connection layer.
The colorful background, reflexing passion (red), sky and seaside (blue) and sun/pasta (yellow) enhances the new logotype, which was complemented with the mention “De Salerno”, for featuring the products’ origins even more.
The graphic composition and typography became more essential, enabling a higher legibility and identification of products’ varieties.