Tavolo


Identity Design
Packaging Design
Strategy & Research

Tavolo di Luigi is a brand that goes beyond the expected conventions of pasta to introduce authentic Tuscan cuisine in an accessible and fresh way. The products bring Tuscany native Chef Luigi’s innovative take on Italian cuisine to an American audience. The products can be easily packed for an afternoon soiree or a quick lunch during work. This is a school project inspired by a real chef.

I began by analyzing Chef Luigi’s current restaurant and other Italian goods in the space. My goal was to consolidate market research in a system that fit his personality and apply it across products with different forms and shapes.











Product Visualization

I created prototypes of my final graphics and shape language using a combination of paper and 3D printing. Photoshop AI was used to add imagery of the food within the packaging.

I strategized a colorful and bold art direction before photographing and rendering visualizations.








Brand Identity

My brand elements developed along with my logo. I wanted a rich pattern that took inspiration from Tuscan horseracing flags, as well as other logo lockups that could be applied in different contexts. I decided to center Chef Luigi as a subtle character within the logo to lend it some of his signature personality.









Brand In Context

I wanted to flex the system I had created to ensure that it would work across a variety of mediums and touchpoints. Since this was a physical product, I focused more heavily on real-world interactions that people might have with the brand at POS: a product display and ads outside of a grocery store.



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A bit of process: sketching, prototyping, and materials 



Process

I used a combination of handsketching, Midjourney, and Vizcom to develop the product forms. I created 2D versions of them to start assigning materials then prototyped them with white paper. My logo exploration ranged from classic Tuscan art aesthetics to modern, geometric shapes. I found that the latter felt more fresh and playful, so I went in that direction.


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