Cucina Colosseo Packaging

A College project where a packaging design had to be created for Cucina Colosseo's launch of their new line of products. The idea was to help convey a gourmet, high-end, delicious, ready-made, elegant and convenient feel through the pizza, pasta and sauce packaging; one that was unique and eye-catching. The target market and what sort of design style would appeal to them was also considered. Cucina Colosseo's target audience is trend-aware young (20-30 year old) working professionals who seek full flavoured, authentic Italian dinner goods that are easy to prepare and of a high quality. All mandatory items, such as the company's logo and text/symbols (cooking method, ingredients, best before, nutrition facts, barcode and recycling logo) were supplied. My concept is centred on the idea of wanting everyday consumers (specifically the target market) to feel passionate towards cooking; inspire them, stimulate creativity and to become exuberant within their very own kitchens. After a long day at work, food acts as a remedy to deliver comfort and warmth, bringing a sense of belonging amongst family and friends, and enabling people to feel authenticity derived from their own family roots and background and being outpoured into the meals when its shared at the dinner table. Experiencing a flavoursome dining with real and authentic Italian food is the sense of zest that I wanted to exhibit through my packaging designs. This optimistic connotation, which has the capacity to be precipitated when the individual cooks with the company’s manufactured goods, can be perceivable on the design of the packaging through the imagery depicting the fresh liveliness of the ingredients in a playful and dynamic manner. These representations aim to promote an optimistic and light-hearted essence, specifically connoting the freshness and vivacity of Cucina Colosseo’s products, as well as conveying the food itself in a unique and engaging style that is different to how other competitors reveal their food (through only a rectangle or circle transparent window in their packaging).