Sacla Redesign Pasta Sauce by QNY Creative

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DESIGN DETAILS
DESIGN NAME:
Sacla Redesign

PRIMARY FUNCTION:
Pasta Sauce

INSPIRATION:
Fruit crate labels were a frequent means of marketing fruit packer brands at the turn of the century. The design is inspired by the artwork from California and Florida, from the 1920s and 1940s.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The new label designs feature transparent film and eye-catching illustrations that breaks from the usual codes of the category. The transparent label allows you to bond with the product to view the quality 360. We chose the hand painted illustrations, which are inspired by fruit crate labels. The contrast of the vintage inspired art work and modern labeling techniques gives the shopper a sense of warm tradition and premiumness.

OPERATION / FLOW / INTERACTION:
The concept’s originality produced a warm, appealing identity and packaging that leaps out. This attention to detail is echoed in the label’s graphic layout, which was developed around the Product name and the illustration composition is unique to each sauce.

PROJECT DURATION AND LOCATION:
The project was started in New York and completed in six months.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Transparent Over Label - Gloss Laminate

SPECIFICATIONS / TECHNICAL PROPERTIES:
Glass Jar, Circular top label and primary display transparent label 3.5 x 9 inches

TAGS:
Jar, Pasta Sauce, Tomato, Cherry Tomato, Italian Food

RESEARCH ABSTRACT:
Prior to the packaging redesign Sacla Sauces went through consumer focus group testing with a white circular die-cut label portraying the ingredient varietals in a kaleidoscopic composition. The focus group results were positive for the Sauces, but negative for the esthetic of the packaging. The overall design of the previous label was considered "too cold.” Sacla tasked QNY Creative, who specializes in specialty food with vast experience in Italian brand crossovers to provide a design that would show off the whole cherry tomatoes in their Tomato Sauces and make an authentic Italian product range feel familiar to new consumers. Celebrating the product quality, authenticity and flavors.

CHALLENGE:
There is nothing more traditionally Italian than Cherry Tomatoes, but when Sacla wanted to reintroduce their premium ready-to-serve sauce products to the North America they asked QNY to provide a design that would show off the whole cherry tomatoes in their Tomato Sauces and make an authentic Italian product range feel familiar to new consumers. To break through the clutter of the premium sauce category, overloaded with portraits of traditional Italian chefs, QNY used an image of Sacla’s young heiress, Chiara Ercole. This point celebrated the new Italian business woman and rounded out our goal, to make the line resonate with the new American consumer, particularly young moms who will bring homegrown Italian flavors to their dinner tables.

ADDED DATE:
2017-07-07 23:04:18

TEAM MEMBERS (7) :
Creative Agency: QNY Creative, Lead Designer: Iker Iza, Samantha Clemente, Creative Director: Ezio Burani , Illustrator: Doug Schneider , Project Type: Produced, Commercial Work, Client: Sacla USA and Location: New York, USA

IMAGE CREDITS:
Samantha Clemente

PATENTS/COPYRIGHTS:
QNY Creative, 2017

Visit the following page to learn more: http://www.sacla.us/products/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Sacla

PROFILE:
Established in Asti in 1923 under the name of SALPA (Stabilimento Astese Lavorazione Prodotti Alimentari) the Company’s aim was to capture the bounty of the fertile region of Piedmont, North West Italy, in which it is still based today, to preserve it through the year for wholesale trade.  In 1939 the corporate name changed to SACLÀ which stands for the “Società Anonima Commercio e Lavorazione Alimentari”. From early beginnings packing vegetables into cans, Saclà extended its range of products and soon flourished as one of Italy’s most progressive food companies. The products are made in Italy using the finest, freshly picked vegetables and traditional recipes, and there is an uncompromising regard for quality. In seventyfive years Saclà has earned a reputation for being at the forefront of authentic Italian fine food.

NOMINATION DETAILS

Sacla Redesign Pasta Sauce by Qny Creative is a Nominee in Packaging Design Category.

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AWARD DETAILS

Sacla Redesign Pasta Sauce by Qny Creative is Winner in Packaging Design Category, 2017 - 2018.



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