All'Antico Vinaio/Deliveroo

Our recent visual design initiative focused on developing packaging for Deliveroo's exclusive takeout service in partnership with All'Antico Vinaio. The primary objective was to enhance the consumer's visual experience by incorporating technical and conceptual elements. We reimagined the company's main slogan by placing the mascot/puppet at the center of the design and integrating graphics inspired by food-related advertising during the era of the great Italian migrations to America. This choice aimed to highlight the phenomenon of globalizing Italian food, parallel to the evolution of global food distribution. The conceptual intertwining of the food journey and Deliveroo's world-renowned food delivery brand was carefully studied to create a cohesive visual narrative. The analysis of food and travel provided a guiding thread, emphasizing the connection between the two business realities. In terms of color, we adopted a strategy that merges the distinctive colors of the two brands while maintaining a sober and authentic approach. This choice aims to reflect the visual identity of the involved companies, and the fusion of colors generates a visually harmonious aesthetic. The end result is a functional packaging that clearly and concisely conveys the message of the global spread of Italian food through Deliveroo's food delivery service and the tradition of All'Antico Vinaio. The design aims to go beyond its practical utility, serving as a visual communication tool that reflects the shared history and values of the two involved companies.