Vitto Primary Function: Merkidentiteit by Atlante Srl

Vitto Primary Function: Merkidentiteit by Atlante Srl is a highly esteemed winner of the very prestigious 2026 A' Design Award yn Sulver in Reklame, Marketing en Kommunikaasje Ûntwerp Competition Category.

SulverReklame· 2026

Vitto Primary Function: Merkidentiteit

by Atlante Srl

Client: Atlante Srl

A' Design Award yn Sulver Winner in Reklame Category

15,375

Verified Award Winner

Verify Award Status for #178827

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Vitto Primary Function: Merkidentiteit

Book Text: Vitto is in Italiaansk itensmerk dat ûntwikkele is foar de Britske merk mei in eigentiidske fisuele oanpak. It ûntwerp wykt mei opsetsin ôf fan de rustike en tradisjonele koades dy't gewoanlik binne yn it brâningjen fan Italiaansk iten. Ynstee dêrfan brûkt it libbene kleur, ferienfâldige yllustraasje en dúdlike typografy om enerzjy, boartlikheid en emosjonele waarmte út te drukken, wat in moderne en tagonklike identiteit foar deistich gebrûk skept.

The Recognition

About the A' Design Award yn Sulver

Vitto Primary Function: Merkidentiteit is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Vitto Primary Function: Merkidentiteit wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Vitto Primary Function: Merkidentiteit is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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