Insal'Arte Food packaging (Fresh Salad) by Mirco Luzzi

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DESIGN DETAILS
DESIGN NAME:
Insal'Arte

PRIMARY FUNCTION:
Food packaging (Fresh Salad)

INSPIRATION:
The idea was to create a new graphic language for fresh cut salads, an elegant and polished one that could show a playful side by re-creating the alphabet letters giving the opportunity to play with words.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The real strenght of this packaging is that it is not only just a decoration but it has twofold functions, first of all it shows the product that you are going to buy, then makes its name and its typology easily recognizable (every package shows the initial letter of the product which is inside of it, as for example C for Carote, V for Valerianella etc.) but also it gives the opportunity to the sellers and to the consumer to create phrases and to play with the letters.

OPERATION / FLOW / INTERACTION:
This packaging creates an actual language by associating products, creating words in stores and at home as well. At the same time it is possible for the consumer to associate every letter to a name or an action, for example there is a Cuori line, and it refers to Cuore di Lattuga, Cuore di Riccia (Cuore in italian means heart and it refers to the heart of the product), which can be easily used in adv campaigns, events or social networks as well.

PROJECT DURATION AND LOCATION:
The project started in Maggio 2014, and was exhibited in Milano Food Week in 16 - 19 Maggio 2014.

FITS BEST INTO CATEGORY:
Food, Beverage and Culinary Arts Design

PRODUCTION / REALIZATION TECHNOLOGY:
Print in polypropylene bag or polypropylene tray, closed with an anti-fog film through flowpack system.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Ready to eat fresh salad BAG dimensions, Width 250 mm x Depth 30 mm x Height 250 mm. Ready to eat fresh salad TRAY dimensions, Width 200 mm x Depth 70 mm x Height 130 mm. Ready to be cooked vegetables BAG dimensions, Width 295 mm x Depth 70 mm x Height 440 mm.

TAGS:
Mirco Luzzi, Food Packaging, Salad, Insalarte, Ortoromi, Design, Graphic

RESEARCH ABSTRACT:
The aim of OrtoRomi with InsalArte is to give the company an identity of excellence, gathering the best of its production in terms of control, selection and warranty. We decided to pursue this aim by simply showing the product, removing all of the usual phrases that are used to describe the product inside of it but by foregrounding the product itself. The consumer’s reaction was positive, as this packaging was perceived refined, fun and friendly thanks to the letter.

CHALLENGE:
Difficulties. On the first place the creation of the letter sculpture with salads due to the physiological deterioration of fresh vegetables during staging and due to the difficulties of finding the ideal structure to support itself keeping at the same time the lightness perception and to enlight the freshness and the genuine quality of the product. Other difficulties at the printing phase, in order to get the desired soft effect of the white fading we turned to rotogravure printing machines.

ADDED DATE:
2014-07-09 15:04:12

TEAM MEMBERS (3) :
Creative and Art Direction: Mirco Luzzi, Photographer: Gaetano DeRosa and Copywriter: Martina Boromello

IMAGE CREDITS:
Image #1: Photographer Gaetano DeRosa / Mirco Luzzi, Insal'Arte, 2013.
Image #2: Photographer Gaetano DeRosa / Mirco Luzzi, Insal'Arte, 2013.
Image #3: Photographer Gaetano DeRosa / Mirco Luzzi, Insal'Arte, 2013.

Visit the following page to learn more: http://www.deofficina.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
ORTOROMI

PROFILE:
DeOfficina Studio Design created the brand and packaging of Insal’Arte for OrtoRomi. OrtoRomi is one of the largest national producers of the ready to eat salads, with exports throughout the rest of Europe. OrtoRomi has been on the market for more than 18 years and it is structured as an agricultural cooperative business that includes 27 farms, to get the control of the entire agricultural food chain, from seeds up to the selling of the final product. With Insal’Arte, OrtoRomi gives the company itself an excellence identity, gathering the best of its production in terms of control, selection and warranty. Insal’Arte brand contains in every leaf the passion and the experience acquired through OrtoRomi’s history.

NOMINATION DETAILS

Insal'arte Food Packaging (fresh Salad) by Mirco Luzzi is a Nominee in Packaging Design Category.

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AWARD DETAILS

Insal'arte Food Packaging (fresh Salad) by Mirco Luzzi is Winner in Packaging Design Category, 2014 - 2015.



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