| Title | ITALIAN ORIGINALS |
| Brand | VON UND ZU TISCH |
| Product/Service | “A TAVOLA“ HOMEMADE PASTA |
| Category |
D01. Food |
|
Entrant Company
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
|
Advertising Agency
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Credits
| Matthias Spaetgens |
Scholz/Friends |
Chief Creative Officer |
| Robert Krause |
Scholz/Friends |
Chief Creative Officer |
| Mathias Rebmann |
Scholz/Friends |
Creative Director |
| Björn Kernspeckt |
Scholz/Friends |
Creative Director |
| Max Marohn |
Scholz/Friends |
Art Director |
| Cedric Soltani |
Scholz/Friends |
Art Director |
| Florian Schäfer |
Scholz/Friends |
Copywriter |
| Zartosht Kohan |
Scholz/Friends |
Graphic Designer |
| Mitya Kushelevich |
Scholz/Friends |
Photographer |
| Jana Bähr |
Scholz/Friends |
Account Manager |
| Susanne Kieck |
Scholz/Friends |
Account Manager |
| Yvonne Haupt |
Scholz/Friends |
Account Manager |
| Larissa Hunekohl |
Scholz/Friends |
Account Manager |
| Benito Schuhmacher |
Scholz/Friends |
Agency Producer |
| Sebastian Vetter |
Von Und Zu Tisch |
Marketing Director |
Brief Explanation
The premium deli store 'Von und zu Tisch' is famous for its new and fancy Mediterranean specialties. In 2014 they launched their first homemade pasta brand 'A Tavola'. Our task was to develop a packaging design.
The Brief
The pasta is progressive in color, form, and especially ingredients: cocoa, squid ink, or rocket give every one of the five sorts a unique character of taste. The task was to develop a packaging that expresses each pasta's character and has a stopping power at the point of sale.
How the final design was conceived
This modern interpretation of Italian tradition is reflected in the packaging design. Each package displays the portrait of a young fancy Italian – an Italian original of 2014. It showcases the pasta through a transparent window replacing hairstyle or beard. The pasta becomes part of the portrait.
Indication of how successful the outcome was in the market
With this combination the brand promise was perfectly transformed into a progressive packaging with stopping power. Unconventional gourmets became aware of the homemade pasta brand and became first time buyers. A lot of them returned. And even new customers frequently asked about the 'pasta with the faces' they had heard of.