Scacciaventi, territorio come narrazione
Camilla makes her way through narrow alleys, hundreds of stairs and many paths. She is the character who gives face and voice to the project and let herself be sinuously guided in this territory in order to tell that culinary culture with renewed passion.
Lost in the Borgo Scacciaventi, the most ancient of Cava De’ Tirreni, Camilla goes through the plurality of arcades letting herself go to the labyrinthine game which characterizes the city planning and embodies the history and the habits of his community.
The whole of perceptions that the Borgo offers to eyes and senses, together with the symbolic value of his architecture, is the starting point for the narration. Absorbing these tales we developed a careful process which aims to distill the sunny attitude of this character, at the same time highlighting a fascinating enigmatic side.
We imagined Camilla while wrapping the Scacciaventi products with her sensitive enthusiasm and, destructuring the brand, we projected a packaging inhabited by a set of stickers which saturates the surface with rigor and dynamism making every pack deeply authentic.
The vivid colors and the fluidity of the visual details accomplish a project that wanted to tell the tradition with a minimalist and contemporary language.
The typefaces of the iconographic amaro Lemon appear as moved by a gentle gust through that arches and doors system that has the task of channeling the wind, the same elements that we find almost metaphysic on the label.