Via Roma

Gorgeous new work from United* for A&P:

"Via Roma: a brand that’s not afraid to show its true personality. There are three million people in tuscany, all different and all unique. This new authentic italian brand shows off their true character, expression and emotion, in a way that has not been presented before in the United States. United* shot unique portraits on location in Tuscany for all items."

 

Comments

[Pru]

I like the packaging and the concept...but the idea that they are trying to bring authentic Italy to the United States sort of loses its authenticity when it's called Via Roma and they are showcasing the personality of Tuscany. Last I checked, Rome is in Lazio.

Still very nice design, but I just find the emphasis on Tuscany odd in conjunction with the product name.

[Armando]

Beautiful packaging.

@Pru:I don't think people shopping at the A&P would care if it is Tuscany or Lazio. : )

[DEALER]

I'm not familiar with the geography of Italy, so can't speak to Pru's comment, however, I think the product lines work great together and the B&W photography adds a nice touch you don't see everyday.

All photos shot on location in Tuscany! Must be nice.

Kudos on the the emblem, well done.

[Chris]

Nice personality...

Looks like Harvey Nichols goes to Italy...but the lock-up is nice.

[dan]

Old ladies drinking wine from the bottle = solid gold. Beautiful packaging and brand ID to boot. Nice work Andy, Lawrence and all.

[Brian Son]

Everything is beautiful but the photos. For me, I'm sorry but there's a total disconnect for me as a 23 year old guy looking at a whole line of packaging featuring seniors. Granted, I understand why they did so, but seeing a bunch of seniors on beautiful packaging doesn't exactly entice me to buy it? I guess in a weird I connect this line as products for seniors.

Otherwise, with photos or not, excellent work.

[Bullardino]

Well, Pru, a Via Roma is present in most of italian cities and villages.

I think that anyone who came to Italy has seen at least a couple of Via Roma (btw it means Roma Street)...

[elperroverde]

Brian, I guess you're just too young - I'm 36 now and I totally LOVE this packaging. Then again, I'm from Spain, and I do love Italy! :-)

[Jon]

B&W photos of rustic pensioners has been done to death for Italian food products. And having them goofing at the camera makes it feel even more contrived than usual. Also the regal Roma logo conflicts with with rustic photos.

The design would have been more original (and authentic-ish) if the photos were of stylish Roman city types of all ages with a little bit of a retro 'Roman Holiday' vibe... classy ladies eating at plaza restaurants, dapper gents striding across Saint Peter's Square, hip young guys on Vespers etc.

That would be the aspirational lifestyles to help sell the product to a wider demographic.

[Yael Miller]

Still, there is something refreshing and disarming about elderly folks expressing a joie de vivre and looking very real. I realize it's 'staged' for the photos, but the people themselves look like the real thing. It's a telling story about authentic Italian food that's down to earth, like your grandma might have prepared in a humble Italian kitchen. I think it works.

This isn't necessarily my type, but I think that consumers at large would go for this.

Younger people or a more diverse cross-section like you mentioned, could also work. I wonder what the design process covered and if that were something that was explored and ruled out for some reason or other.

[Yael Miller]

That aside, the execution is great.

[Jon]

I think "consumers at large" would prefer the photography I outlined, epspecially when you remember that there's no such thing as "consumers at large". Only individuals. Most of whom would not want to bring a goofing pensioner home with them. Even if they are momentarily beguiled when seeing them on the shelf.

But having said that, I would have understood the rustic and aged photo choice if it had been reinforced even a little bit by the rest of the design. But the logo is a posh regal crest and the type is slick cosmopotitan. There's nothing 'grandma's humble Italian kitchen' about that. They look like packs of two halves. Or maybe even thirds. I'm not averse to juxtapostion but I don't think it helps the provenance of this product.

But, yeah, can't fault the execution. Except for the lack of a little Bodoni serif on the logotype. And the use of, and horizontal stretching of, Friz Quadrata in the crest.

[Brian Son]

Or instead of just using one specific age demographic in the photos, it would help alleviate a disconnect to consumers like myself. Maybe it's a creepy factor as well...Open my cupboard and BAM! Older gentleman screaming at me.

[PPatricio]

I really like the packaging. But I have to agree with previous comments, using only photos with seniors doesn't work very well. Mixing senior with younger people would be a good idea.

[Brian Son]

I just realized what it was. Baby food usually features pictures of babies right? It makes sense.

In this case, showing only photos of seniors, well, "senior food." Mixed photos as everyone said would be the best solution, without having to redesign anything.

If they wanted it to be traditional, where's the family? The coming together of generations? The young and the old? It's not about just old(er) people.

[Stefano]

It's because old people look "Italian"



Done.





*Source: I am Italian.

[Pru]

I guess I took that to mean Roma Street as in a street in Rome. More descriptive than an actual name. You are probably right - I didn't think of that.

[Pru]

I suppose I've just witnessed many a fight over which regional cuisine is best that I've become too sensitive to such things! ;)

[brian_lawrence]

I think it's too "Ikea style"...nice packaging anyway but too far from a traditional italian style.

[Jan Andersen]

Isen't it just a bit close to the Harvey Nichols …

http://shop.harveynichols.com/fcp/product/-/Italian-and-French/Condimento-Alla-Rucola-Selvatica-270g/84985