The concept for this design arose from a need to refresh and modernise a brand that no longer spoke to its target audience. In fact, the brand had not changed in 20 years and no longer reflected those aesthetic canons that reflect the tastes and trends followed by a 20-40 year old audience. The research part was fundamental to the conception and development of the project, as thanks to this I was able to use divergent thinking that allowed me to create an original and unexpected result . In fact, when I considered the Italian artistic currents at the time of the founding of the brand, I pleasantly discovered that the avant-garde with the futurist style would have been an original idea to connote speed and dynamism of a product such as coffee, which notoriously in Italy is considered a 'quick' drink, drunk in one gulp. However, the challenging part was that the brand wanted to portray also the values of family tradition, craftsmanship and experience. The challenge was therefore to create a design that was a perfect blend of all these values. 

When one thinks of a combination of many different elements, a 'collage' immediately comes to mind. Through the technique of collage, in fact, the content value, which consists of the enrichment of meanings in the composition, has been achieved. Choosing to leave the digital work to the minimum was also essential for my design as the company also wanted to convey a sense of craftsmanship and tradition, so I deliberately tried to recreate all the designs by hand , rarely using digital software except to emphasise specific details. The three proposed packaging designs all consist of collages of designs that determine stories relevant to their purpose.