As Roland Barthes (a french semiologist) did in 1964, I'm looking into Italy and more precisely, on "Italianity" represented by the packaging of two Italian brands typical products which are pasta and panetone.
I’m starting with the pasta. Today, the two main brands of pasta are Barilla and Panzani (!). For the first one, a luxurious packaging is intended by the systematic use of blue on its cardboard boxes : the other, as Barthes pointed out, sporting the colors of Italy...
For us, these brands are common. Yet, I found an Italian brand, distributed in « la grande épicerie de Paris » or Monoprix, which took over the codes of olden days, the tradition : Rummo.
The packaging made of thick matte paper, italic «old style » typography, a barouche logo, and a story telling around the legend, crafts and especially: slowness.
The packaging shows the positioning of the brand and excite the taste buds ... besides, I've already bought two package !
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| The "Italianity" |
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| Rummo pasta packaging designed by Irving & Co. |
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