As early as 1641, the best vinegar from Modena took the name of the Carandini family, one of the oldest and most noble families of Emilia-Romagna. Since then, the Carandinis have been producing their vinegar, handing down their ancient tradition from one generation to another.
Italian tradition is not something static and immutable: It flourishes and reinvents itself after different countries and cultures have adopted it. New generations make the tradition their own and give it new meaning.
How did Landor try to tell, with a modern attitude, the story of family tradition and Italian excellence in order to attract an international audience? By studying this tradition in detail and recalling key elements, then bringing them back to life and describing them in a fascinating way. Pretty close to the task that minstrels have had for centuries.
This was the inspiration for the whole project: Carandini becomes a minstrel who entertains guests at the banquet table, narrating the deeds of a family that for centuries has shared the best balsamic vinegar with the world.
WWW.CARANDINI.IT
