/packaging
Voiello "La Scaramantica" - 2020
There is no Naples without “scaramanzia”, there is no Christmas without “La Scaramantica”.
CLIENT
Voiello is a historical Pasta brand founded in 1879 in Torre Annunziata (Naples). The Brand has always been recognized for the high superior quality and the strong bond with its roots. The selection of raw materials, starting from the exclusive use of Auro wheat, and the formats linked to tradition make it impeccable, a Pasta that is synonymous with excellence.
ASSIGNMENT
Designing a precious, special edition gift box containing in addition to the pasta other materials linked to Voiello and the Neapolitan tradition. An ideal Christmas gift purchasable on Amazon.
SOLUTION
Voiello’s Scaramantica box reinterprets the numbers of the Smorfia Napoletana ( a traditional italian raffle) bringing them into italian kitchen with a collection of dishes – illustrated by Stefano Marra – lucky recipes from the Chef Antonino Cannavacciuolo and a limited edition pack for a new pasta cut: O’ Pacchero Fortunato N°91.
PROCESS
The starting idea for this limited edition box is the Smorfia Napoletana, a traditional italian raffle usually played during Christmas. We choose 4 iconic numbers (N°1 – Italy / n°25 Christmas / n°75 Pulcinella / N°82 The Feist) from the Neapolitan tradition and we created 4 colorful and elegant illustration for the dishes. Besides considering the traditional raffle goes from n.1 to 90, we added a new special Voiello’s lucky number: the 91. This new number corresponds also with a new pasta cut created exclusively for the box. In the end we also designed 10 raffle cards to play in company with: each card reveals a lucky Christmas recipe on the back.
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Creative Director: Davide Mosconi
Designer: Miriam Frescura
Plates illustrations: Stefano Marra
Photo Case: Maurizio Di Iorio
Photo Case: Maurizio Di Iorio
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YEAR / 2020
/ Voiello’s Scaramantica box reinterprets the most iconic numbers of the Smorfia Napoletana with a collection of illustrated dishes, lucky recipes and a limited edition pack for a new pasta cut: O’ Pacchero Fortunato N°91.
