Vitto Primær funksjon: Merkevareidentitet by Atlante Srl is a highly esteemed winner of the very prestigious 2026 A' Design Award i Sølv in Reklame-, Markedsførings- og Kommunikasjonsdesign Competition Category.
SølvReklame· 2026
Vitto Primær funksjon: Merkevareidentitet
by Atlante Srl
Client: Atlante Srl
A' Design Award i Sølv Winner in Reklame Category
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The Design
About Vitto Primær funksjon: Merkevareidentitet
Boktekst: Vitto er et italiensk matvaremerke utviklet for det britiske markedet med en samtidsorientert visuell tilnærming. Designet bryter bevisst med de rustikke og tradisjonelle kodene som er vanlige i italiensk matvaremerkevarebygging. I stedet brukes levende farger, forenklet illustrasjon og tydelig typografi for å uttrykke energi, lekenhet og emosjonell varme, og skaper en moderne og tilgjengelig identitet for daglig bruk.
The Recognition
About the A' Design Award i Sølv
Vitto Primær funksjon: Merkevareidentitet er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Vitto Primær funksjon: Merkevareidentitet forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Vitto Primær funksjon: Merkevareidentitet er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
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
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