Vitto Primary Function: Identitas Mérek by Atlante Srl

Vitto Primary Function: Identitas Mérek by Atlante Srl is a highly esteemed winner of the very prestigious 2026 A' Design Award Perak in Pariwara Competition Category.

PerakPariwara· 2026

Vitto Primary Function: Identitas Mérek

by Atlante Srl

Client: Atlante Srl

A' Design Award Perak Winner in Pariwara 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: Identitas Mérek

Book Text: Vitto téh hiji mérek kadaharan Italia anu dikembangkeun pikeun pasar Inggris kalayan pamarekan visual anu kontémporér. Désainna ngahaja ninggalkeun kode-kode rustik jeung tradisional anu ilahar dina branding kadaharan Italia. Sabalikna, éta ngagunakeun warna anu caang, ilustrasi anu disederhanakeun, sarta tipografi anu jéntré pikeun ngébréhkeun énergi, kasenangan, jeung kahangatan émosional, nyiptakeun identitas anu modérn tur gampang diaksés pikeun pamakéan sapopoé.

The Recognition

About the A' Design Award Perak

Vitto Primary Function: Identitas Mérek mangrupa juara A' Design Award Perak, pangakuan anu luar biasa bergengsi anu dipasihkeun ka desain kelas luhur, endah jeung matak kagum. Para juara Perak téh karya anu pohara cemerlang jeung pohara kréatif anu ngagambarkeun kaahlian, bakat jeung kapinteran para désainerna. Vitto Primary Function: Identitas Mérek diharepkeun jadi karya anu éndah, karya andalan anu pohara profésional jeung pohara inovatif. Desain juara A' Design Award Perak ieu mangrupa panemuan anu pohara kasohor jeung dikagumi anu mangpaat sarta ngamajukeun watesan seni, élmu, desain jeung téknologi. Vitto Primary Function: Identitas Mérek mangrupa kréasi anu pohara diirikeun anu ngahudang kahayang, ngabawa rasa positip, jeung ngahudangkeun rasa heran jeung kagum.

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