Vitto Funtzio nagusia: Markaren Identitatea by Atlante Srl

Vitto Funtzio nagusia: Markaren Identitatea by Atlante Srl is a highly esteemed winner of the very prestigious 2026 Zilarrezko Saria A' Design Award in Publizitate, Marketing eta Komunikazio Diseinua Competition Category.

ZilarPublizitatea· 2026

Vitto Funtzio nagusia: Markaren Identitatea

by Atlante Srl

Client: Atlante Srl

Zilarrezko Saria A' Design Award Winner in Publizitatea Category

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Verified Award Winner

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Colors

The Design

About Vitto Funtzio nagusia: Markaren Identitatea

Liburuaren testua: Vitto Erresuma Batuko merkaturako garatutako Italiako elikagai-marka bat da, ikuspegi bisual garaikidearekin. Diseinuak nahita uzten ditu alde batera Italiako elikagaien markagintzan ohikoak diren kode landatar eta tradizionalak. Horren ordez, kolore biziak, ilustrazio sinplifikatua eta tipografia argia erabiltzen ditu energia, jolasgarritasuna eta berotasun emozionala adierazteko, eguneroko erabilerarako identitate moderno eta eskuragarria sortuz.

The Recognition

About the Zilarrezko Saria A' Design Award

Vitto Funtzio nagusia: Markaren Identitatea Zilarrezko Saria A' Design Award irabazlea da, goi-mailako, zoragarriak eta liluragarriak diren diseinuei ematen zaien ezohiko aitorpen prestijiotsua. Zilar-mailako irabazleak lan oso distiratsuak eta sormen biziko lanak dira, beren diseinatzaileen aditutasun, talentu eta zorroztasun nabarmenak erakusten dituztenak. Vitto Funtzio nagusia: Markaren Identitatea erakusleiho-lan zoragarria, nabarmenki profesionala eta sakonki berritzailea izatea espero da. Zilarrezko Saria A' Design Award irabazi duen diseinu hau asmakizun oso nabarmena eta miretsia da, onura ekartzen duena eta artearen, zientziaren, diseinuaren eta teknologiaren mugak zabaltzen dituena. Vitto Funtzio nagusia: Markaren Identitatea jende askok inbidia duen sorkuntza da, desirak pizten dituena, sentimendu positiboak ekartzen dituena eta harridura eta txunditzea pizten dituena.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Vitto is a vibrant Italian food brand for the UK market, designed to balance the craft of premium branding with the accessibility of an everyday essentials product. Its bold colour-coded system, expressive illustration style and playful typography create strong shelf impact, standing out from traditional, rustic competitors, by celebrating Italian passion, lightness and conviviality, to suit modern families.
Tags: Vibrant Italian food brand, Bold and shelf-impact packaging, Contemporary Mediterranean lifestyle, Playful and expressive visual identity, Colour-led brand system, Modern and accessible Italian cuisine, Convivial and feel-good food culture
Design Challenge: The main challenge was interpreting Italian food culture beyond clichés, transforming a deeply rooted collective memory into a contemporary visual language. The project involved questioning what “Italianity” represents today and redefining it as an evolving cultural narrative rather than a fixed aesthetic code.
Research: The research behind Vitto aimed to reinterpret Italian food culture as a visual identity capable of travelling across borders. We studied the rituals of everyday Italian kitchens, the warmth of shared meals and the vibrant tones of Mediterranean ingredients, analysing how these elements shape a collective perception of “Italianity.” Through colour studies, typographic exploration, and illustration development, we translated these cultural codes into a contemporary graphic system that balances authenticity and accessibility. The result is a distinctive identity that preserves the emotional richness of Italian heritage while adapting it to modern lifestyles, demonstrating how cultural tradition can evolve into a scalable design language with tangible impact on business positioning, consumer perception, and contemporary brand design.
Inspiration: The project was inspired by the convivial spirit of Italian food culture and its deep emotional connection to family, community and togetherness. The design draws from traditional Italian ingredients, everyday meals and the joy of shared dining, translated into a fun, accessible aesthetic suited to contemporary lifestyles.
Project Duration: The project began in 2021 with its initial launch in Japan, establishing the brand’s first international presence. In 2023 the range was significantly expanded, marking a key phase of creative and strategic development. In 2024 Vitto entered the UK market, where the latest evolution of the brand identity was finalised and implemented.
Operation Flow: Vitto’s identity was built as a joyful, contemporary food world where colour and simplicity guide every choice. Each pack blends bold hues with playful ingredient illustrations, creating a clear, friendly visual language across categories. In the final range, the unified geometry, vibrant palettes and appetising product focus express a brand that feels upbeat, accessible and instantly recognisable on shelf
Patents: Trademark 2023 Atlante Srl