Fiorucci
Pork, Salt, Time, and Love.
BRAND IDENTITY BRAND DESIGN PHOTOGRAPHY DIRECTION PACKAGE DESIGN PACKAGE ROLLOUT
The Fiorucci brand is the benchmark for Italian deli meats. Earning a reputation that has grown steadily over 170 years, thanks to the authenticity, flavor, and appeal of its products.
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Fiorucci looked to broaden and accelerate distribution in America. An update of the brand identity and packaging was core to achieving this goal.
Before
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The previous design wasn’t telling the Fiorucci story. It lacked a sense of craft, heritage, quality, flavor, and differentiation.
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The redesign addresses these shortcomings head-on. Along with an updated identity, cues of heritage, craft, and flavor are embellished in a butcher paper pattern. A colored variety ribbon —inspired by belly bands Italian salumeria used to identify their premium offerings — aids navigation at shelf.
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Altogether, the design structure is clear, consistent, and flexible across multiple formats and extensible to other sub-ranges — from core pre-sliced & whole-piece, to snacks like Paninos & Appetagios, as well as a 100% Natural range.
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The result is a brand that embodies the rich history, simple, time-honored recipes, and the love and care of a family legacy.
CREATIVE DIRECTOR: BRADY BONE
DESIGN: STEPHANIE LABUSKES, BRADY BONE
PRODUCTION: STEPHANIE LABUSKES, BRADY BONE
ACCOUNT MANAGEMENT: NANDA PRASHAD
AGENCY: TEAM CREATIF USA
