Goal
Introduce the Il Mulino brand to retail consumers of gourmet food, dinnerware and cookware. Position the brand as a “Best” brand in a “Good, Better, Best” tiered retail market strategy.
Approach
Packaging was key in positioning Il Mulino as a “Best” brand in the retail market. A classic black and white palette with a clean, upscale design accomplished this goal. We added a pop of orange to bring the brand to life and allow it to stand out among what is often sea of black packaging in the “Best” goods category. We maintained the Il Mulino logo to make sure the retail brand clearly tied back to the restaurant.
Packaging was key in positioning Il Mulino as a “Best” brand in the retail market. A classic black and white palette with a clean, upscale design accomplished this goal. We added a pop of orange to bring the brand to life and allow it to stand out among what is often sea of black packaging in the “Best” goods category. We maintained the Il Mulino logo to make sure the retail brand clearly tied back to the restaurant.
Photography
We selected simple Italian dishes to photograph for the Il Mulino dinnerware packaging. Given the predominance of black on the dinnerware boxes, we chose to contrast that with a rustic whitewashed table, minimal propping and photographed the dishes from a high camera angle.
We selected simple Italian dishes to photograph for the Il Mulino dinnerware packaging. Given the predominance of black on the dinnerware boxes, we chose to contrast that with a rustic whitewashed table, minimal propping and photographed the dishes from a high camera angle.
