A dear friend of mine, Karin Kuna encouraged me to write my essay about the packaging of a range of semi-finished organic food under the name: Viva la Mamma.
Beside the packaging I also created the brand itself with a personality based upon my perceptions of the world surrounding me. I took two major aspects into account: sustainability and the notion of belonging to
a community. It was highly important for me to bring up a working system, a consistent order of packaging.
I imagined a farm as the supporting background to Viva la Mamma where growing, processing and sales are at the same spot. This farm would build up as a centre from the collaboration of different smaller farms nearby – in a 10 to 20 km radius – giving food and work for the people living in the area. This self-supportive system would also offer solution to the food supply problems emerging nowadays (rising fuel and transportation prices, lack of fresh food…etc.).
The term Viva la Mamma is an Italian expression meaning: Long Live the Mother, but it also has another meaning saying Mom’s Cooking. This brand name was an important starting point for me since who would not think dearly of his or her mom and granny bustling in the kitchen. The Mediterranean culture is also
a synonym for the importance of family and home for me – values becoming serious issues these days.
I wanted to communicate that choosing Viva la Mamma organic food meant healthy dishes on the dinner table and the time spent together in the kitchen while preparing also adds valuable bits to every day.
With defining the semi-finished ingredients and the food delicacies made of them Krisztián Hadzsala, my sauce chef friend, gave me a helping hand. We had to take two factors into consideration: one was to work with dishes fairly easy to prepare – almost anyone could do it at home without a history of cooking, the other was the time spent preparing the food, it had to be around 20 to 30 minutes. We created an Italian taste using mainly homeland raw materials. In the end we came up with a starter and two main dishes.
Writing the slogan and the texts to the packaging and publications, thus creating the linguistic style of the brand, I worked together with a dear copywriter friend of mine, Réka Mihalovics.
The „All the best together” slogan bears every detail that Viva la Mamma means to me: the raw materials are grown and processed by a community who can and love working together. And buying these semi-finished foods we can prepare delicious and healthy feasts for and with our friends and family.
In the end as part of my diploma I designed and created the packaging of nine semi-finished ingredients, three dishes with the belonging recipe booklets and the branded cardboard box for transport and delivery.
I believe in professionalism and teamwork, so in any matter that fell outside my expertise I asked for the opinion of my friends and acquaintances.
I really would like to say thank you to all who helped especially to Ancsi Gróf and Zsuzsi Kőfaragó for the great photos.