Silver Advertising, Marketing and Communication Design · 2026
Vitto Brand Identity
by Atlante Srl
- A' Design Award 2026 Silver Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2026
- CLIENT: Atlante Srl
- Estimated Number of Design Views: 15,103
- Verification code 46237C2840 · Verify this award
About Vitto Brand Identity
Vitto is an Italian food brand developed for the UK market with a contemporary visual approach. The design intentionally departs from rustic and traditional codes common in Italian food branding. Instead, it uses vivid colour, simplified illustration and clear typography to express energy, playfulness and emotional warmth, creating a modern and accessible identity for everyday use.
Atlante Srl's Vitto Brand Identity emerges from the rich tradition of Mediterranean culinary culture translated through contemporary visual communication principles that honor ingredient authenticity while embracing modern design sensibilities. The packaging system demonstrates sophisticated understanding of retail shelf dynamics wherein immediate flavor recognition through strategic color differentiation serves functional navigation while unified typographic and illustrative treatment builds cohesive brand recognition across the product family. The design team has achieved notable compositional merit through the thoughtful integration of transparent glass substrates that reveal the actual sauce contents creating a visual promise of quality through honest ingredient visibility complemented by illustrated ingredient vignettes that amplify flavor communication without obscuring the product itself. Technical accomplishment appears in the balanced hierarchical typography where brand name primary product descriptor and origin designation each occupy distinct visual registers ensuring rapid consumer comprehension during split-second purchasing decisions. The illustrative style featuring stylized tomato cross-sections floating basil leaves cheese wedges and chili peppers employs a restrained chromatic approach that complements rather than competes with the bold background color fields demonstrating sophisticated understanding of figure-ground relationships in applied graphic contexts. Thematic resonance centers on celebrating culinary tradition through contemporary visual language suggesting these products bridge heritage recipes with modern lifestyle convenience. The warm color palette dominated by tomato reds and sunset oranges alongside fresh herbal greens evokes the sensory abundance of Mediterranean kitchens inviting associations with sunlit gardens fragrant herbs and generations of culinary knowledge. One might observe how the playful horizontal jar placement in the photographic composition itself suggests casual confident approachability aligning brand personality with contemporary values of accessible quality. Viewers are invited to consider how visual design transforms simple pantry staples into expressions of culinary identity and how color shape and typography collaborate to communicate not merely product contents but lifestyle aspiration and cultural connection.
Press Kit
- 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.
- 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
- 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.
- Patents
- Trademark 2023 Atlante Srl
Colors of Vitto Brand Identity
Design Interview about Vitto Brand Identity
Getting away from the traditional idea that foreigners have of Italian food. Bringing joy, conviviality and colour to your dining table.
Sales expansion and getting international recognition
It was commissioned
This is used by the company which commissioned it and for which I am working.
Non Italian people who consume Italian-based products
Something resounding Italian phonetics and meaning something connected to food
Adobe Illustrator
Flying elements in a pop look
My work colleagues
Finding enough colours to make categories distinguishable and developing the right illustrations
I though it was worth it to show the world such innovative design