For our San Mauro food packaging project we have been awarded the much-coveted Red Dot as part of the Red Dot Award: Communication Design 2016, the globally renowned design competition. In sessions that lasted several days, the 26 experts on the Red Dot jury evaluated each of the large number of entries individually, live and on site. This year saw designers and companies from a total of 46 countries take part in the award.
San Mauro is well established as a high qualitative brand of Italian olive oil, and was expanding into luxury food products for which this special packaging was developed. Concept, 3D construction, as well as the graphic design, was created by VHD. The new products, in need for this new packaging were; artichokes in olive oil and an artichoke paste. Since these are real delicatessen, the quality and luxurious nature needed to be visual, as well as the well-established Italian look and feel of the branding. “We got our inspiration from the 2 main ingredients, artichokes and olive oil”, says Rob van Heertum, Strategy Director and partner at VHD. “We based the packaging strategy on the collaboration of 2 ingredients. In principle, 2 ingredients give you 1 amazing end product and this is exactly what we wanted to create with the packaging. A packaging concept that also exists out of 2 separate parts that perfectly fit together and present as 1 perfect package to the consumer”. Next to a glass jar, holding the product, a slide-on box was created, which perfectly matches the jar, and really symbolises the symmetry between the real ingredients, keeping aesthetics high and creating extra added value.
Designed by: Van Heertum Design VHD, Netherlands.