“Grazie nonna” is a project that was created to bring Italian cuisine to the homes of Spaniards and people all over the world, in a simple and fun way. In the name we find ‘Nonna’, grandmother, the one who cooks par excellence in the traditional way. The easiest and most classic Italian dish is undoubtedly pasta, so I decided to create three different packs with different pasta shapes, sauces and cheeses. All followed by authentic recipes.
From the beginning I wanted to call the brand “italian starter pack” but I realised that the name didn’t work very well on its own, it could be a subtitle but as a brand name it was too long and not very attractive and with the idea of the grandmother I came up with grazie nonna (thank you grandmother). A short name, with simple Italian words that people from outside Italy can recognise. Here you can see the various tests of the logo, but in the end I chose the histgeain, an elegant typography and I put the i in minuscolo because this type has a point that looks like a star and I thought it was an interesting touch.
What was missing in the brand image was a modern and ironic touch, so I decided to take more traditional photos of grandmothers making pasta by hand and make them cooler.
So I took the photos, put the black and white filter, always to keep a more authentic image and drew in red modern and young elements such as earrings, heavy make-up, piercing, false eyelashes, coloured hair. And these are the three main characters: Nonna Maria, Nonna Gabriella, Nonna Lucia.
Finally I started to design the packaging. First the outer box where I put the nonna, the logo, the name of the pack, the English phrase of the director Federico Fellini that says life is a combination of pasta and magic.
In conclusion, Grazie Nonna is a brand with a strong and clear identity, elegant and at the same time ironic, which is open to an international public without falling into a clique. Or rather, there are elements that allow recognisability and a link with Italy, but they are not inserted in a catalytic way. Italian starter pack, the brand’s subtitle, is catchy and modern, a language that speaks more to young people, but which adults can also easily understand because it is so descriptive.
