ABOUT THE CLIENT
Vico Food Box is a rapidly expanding Italian startup with a clear mission: to bring the finest Italian food products to expatriates around the globe. Founded by a group of young Italians who personally experienced the challenges of living abroad, the company addresses the emotional and cultural significance of food as a link to one’s roots. Vico Food Box aims to establish itself as a leader in the Italian export market, particularly among a younger demographic that seeks convenience without sacrificing authenticity.

INDUSTRY
Food, e-commerce

MY ROLE
Art direction, design and motion design

DISCIPLINES
Branding, Visual Design, Packaging, Design System, Campaign

YEAR
2022

Bringing Italy Home with Vico Food Box

At the heart of Vico Food Box’s brand identity lies the powerful narrative of travel—a journey every expatriate has experienced. Whether leaving Italy for new opportunities or returning to the comforting familiarity of home, travel is a central theme that connects people to their past and their roots. We designed Vico’s visual identity to reflect this universal sense of movement and transition, evoking both nostalgia and adventure.

Key graphic elements like travel stickers, signage, and luggage tags serve as visual metaphors for the immigrant experience. The stickers, marked with phrases and icons reminiscent of travel, symbolise the emotional luggage expatriates carry with them—the memories, flavours, and feelings they long to preserve abroad. Signage, with its familiar shapes like circles, triangles, and squares, becomes a symbol of the Italian journey abroad—guiding them through unfamiliar places, offering comfort and direction as they navigate new paths and experiences far from home. These elements combine to create a visual language that speaks to the broader journey of anyone who has travelled far from home yet still holds onto their Italian identity.

By grounding the brand in this shared experience, we created an identity that resonates not only with Italians abroad but also with a global audience that understands the significance of food as a connection to home. Vico Food Box becomes a vehicle for transporting authentic Italian flavours—taking Italy on a journey to your doorstep, wherever you are.

Celebrating Diversity Through Colour

We embraced a vibrant, multi-coloured palette to reflect both the richness of Italian cuisine and the multicultural nature of Vico’s audience. Just as Italy’s diverse regional dishes are a mosaic of flavours and traditions, the colours chosen for Vico’s brand represent integration, inclusivity, and the celebration of cultural diversity. Each colour stands for a different facet of the experience: the warmth of Italy’s sun-kissed produce, the boldness of its flavours, and the joy that comes from sharing food with people from all walks of life. The use of bold, contrasting tones adds dynamism and energy, making the brand feel alive and inviting to all. Through colour, we tell a story of unity and shared enjoyment across borders.

A Pop Voice for a Modern Brand

Vico Food Box adopts a tone of voice that is modern, playful, and unmistakably pop, reflecting the energy and accessibility of its brand. This approach allows Vico to speak directly to a younger, globally-minded audience that values authenticity but doesn’t take itself too seriously. The pop-inspired language is fresh, fun, and conversational, designed to make customers feel like they’re part of an exciting, inclusive community that celebrates food as a joyful, shared experience.

To amplify this lively tone, we selected a chunky, bold typeface that embodies the confidence and vibrancy of the brand. The typography not only demands attention but also mirrors the bold flavours of Italian cuisine, making the brand feel approachable and exciting. Paired with pop-style illustrations, which feature playful, colourful depictions of iconic Italian foods and culture, we reinforced the idea of celebration and inclusivity. These graphic elements work together to create a visual identity that is as energetic and dynamic as the tone itself, ensuring that Vico Food Box stands out in a crowded marketplace while staying true to its mission of delivering the essence of Italy to homes around the world.

CREDITS

ACCOUNT DIRECTOR
Debora Celentano

COPYWRITER
Rosa Varriale

ART DIRECTION AND DESIGN
Lino Russo