Voiello "La Scaramantica" 2019

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/packaging

Voiello Christmas special edition gift box that will bring you luck. Tiè!

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 and the historic Italian luxury department store La Rinascente Milano.

SOLUTION

Naples is famous for its superstitious pop culture and by tying us to this theme we designed “La Scaramantica”, a box with a special content dedicated to Luck. Inside there are 4 different Pasta packs redesigned for the occasion and 4 elegant plates in very fine porcelain. Beside we designed a recipe book that contains only auspicious recipes with ingredients that “bring luck”. It was the great Italian chef Cannavacciuolo, Neapolitan himself, who created them by revisiting dishes of the Italian tradition in a surprising and delicious way. The perfect gift for foodies, who certainly also appreciate the wish of good luck for their Christmas and New year feasts.

PROCESS

We choose 4 iconic luck symbols, the red pepper (everyone got one in Naples!), the four-leaf clover, the number 13 (tricky one) and the horseshoe and we used them singularly to decorate every element adding for each one a caption explaining why it brings luck. The engraving style we defined for the illustration is very elegant and connected both to the historical Neapolitan tradition and the roots of the Brand itself.

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Creative Director: Davide Mosconi

Designer: Miriam Frescura

Illustrations: Olivia Knapp
Photo Case: Maurizio Di Iorio
Photo recipe book: Stefano Fusaro

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YEAR / 2019

/ A touch of luck is always a great ally, even in the kitchen.

/ For the first time, Voiello crosses the threshold of the La Rinascente Milano. Places and symbols of Neapolitan culture are the theme of the windows of the historic Italian luxury department store.