The acquisition of Grandi Pastai by the Di Martino group has opened up the opportunity for the Antonio Amato brand to enter the market of filled and frozen fresh pasta.
We have supported the brand to create a design strategy for targeting this new market. The style and flavour of Salerno and the Mediterranean have influenced the design of the packaging and that of the stand for the Cibus exhibition in Parma.
Fresh filled pasta
The line of filled pasta is characterised by recipes created from Mediterranean tradition, bringing the roots of Antonio Amato to the market. The packaging, consisting of Doypacks designed to be displayed both hanging up and sitting on the shelf, features decorated ceramics on top of which are placed the ingredients, photographed in a spontaneous and genuine way. This creates a light and engaging visual story that evokes the inside of a Salerno kitchen during the preparation of the recipe.
The bombette
Antonio Amato is presented in its younger and more informal appearance with the bombette, which have been created as an aperitif or for sharing. The identity we have given to the product, starting from the creation of the name, to the chromatic impact and the “blackboard” illustrative style, is strongly characterised and communicates clearly to a consumer looking for a quick and tasty treat.
The stand
The stage for the presentation of the new fresh products was the Cibus exhibition in Parma. In this very crowded context, we created a stand capable of giving maximum emphasis to the new product and at the same time clearly communicating the identity of Antonio Amato. The metaphor at the heart of the project is that of a square, a lively and communal place, where you can find the true spirit of the Amalfi coast: the light, the colours, the market with its products, the bars full of people and voices, and the view of the sea and abundant nature. Stalls with boxes of fresh vegetables surround the visitor who enters the stand, giving the impression that they are walking through a market. Small sitting rooms, furnished like little terraces, are at the sides of the space. In the background are the open kitchen and the supermarket fridges, where you can find the products in preparation and on display.
Pastificio Antonio Amato was founded in 1958 and was bought by the Pastificio Di Martino Group in 2012, which vaunts a turnover of €165 million, 150 employees and 7 production plants in 3 Italian regions, producing a total 150.000 tonnes of pasta a year and distributing to 45 countries over 70% of its production.
