Matilde Vicenzi Fruttizie

Matilde Vicenzi Fruttizie

Matilde Vicenzi Fruttizie is an innovative packaging design project that revolutionizes the presentation of traditional Italian pastry products while maintaining brand heritage and incorporating modern wellness elements. The design, created by Italian designer Giulia De Andreis, represents a significant evolution in packaging design that successfully bridges traditional values with contemporary nutritional benefits. The centerpiece of the design is a distinctive circular motif that serves as both a visual anchor and a symbolic representation of perfection and wholeness, while its deliberate openness suggests receptivity to innovation and change. This sophisticated design solution effectively addresses the dual challenge of presenting innovative recipes within a traditional brand framework while establishing a fresh visual language that harmoniously integrates with the established brand architecture. The design's holistic approach utilizes carefully selected ingredient visuals and product imagery to communicate wellness benefits, creating a balanced composition that respects heritage while embracing modern consumer preferences. The project, which earned a Bronze A' Design Award in the Packaging Design category in 2019, demonstrates exceptional creativity in solving complex brand communication challenges through thoughtful design elements. The design's success lies in its ability to maintain brand authenticity while introducing contemporary elements that appeal to health-conscious consumers, showcasing how strategic design thinking can effectively bridge tradition and innovation in the competitive food packaging sector.

packaging design, Italian pastry, wellness branding, circular motif, traditional heritage, visual innovation

— Adam Dawson