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Case 03 / 03 · Gourmet food · Studio concept

Fivoli

A pantry brand that looks like a gift on the shelf.

Client
Self-initiated
Sector
Gourmet food
Scope
Naming, Identity, Packaging, Web
Status
Studio concept

Brand

A range of Mediterranean citrus preserves for delicatessens and an online shop.

Challenge

Stand out on a busy deli shelf and work as a present, across many flavours.

Idea

Good things, slowly made. A generous wordmark with one orange slice; on the jar, a hand-drawn citrus wreath frames it.

Forest, orange, tin black, cream, olive and kraft. Fraunces Soft Black reads like a hand-painted shop sign; Instrument Sans carries ingredients, producers and prices.

Why this route

  1. Set asideApothecary

    Too cold for something people give as a present.

  2. Set asideMarket stall

    It competed with the product on a busy deli shelf.

  3. ChosenFamily table

    A generous wordmark and a hand-drawn citrus wreath that works as a gift and stretches across many flavours.

Identity.

The identity board: the wordmark on cream and on forest, six colours, two typefaces.

The Fivoli identity board: the soft black wordmark with an orange slice on cream and on forest green, and a forest, orange, tin black, cream, olive and kraft palette.
Three territories explored for Fivoli: apothecary, family table and market stall, each with a note on why it was kept or dropped.
Explored Three territories. Apothecary was too cold for a gift and market stall competed with the product; family table won.

Store.

An online shop built around the gift box, so many flavours read as one family and choosing a present takes a few clicks.

The Fivoli online shop on desktop: “Good things, slowly made.” next to a kraft gift box of three jars.
The Fivoli shop on a phone, with a jar of marmalade and the gift box offer.

The online shop on desktop and phone, built around the gift box.

Applications.

The identity on the pieces people hold, see and unpack.

A kraft Fivoli gift box holding three jars, seen from above.
The kraft gift box: three jars, one present.
An open jar of Fivoli blood orange marmalade beside a slice of toast on marble.
At the table, the label is part of breakfast.
A Fivoli jar framed by a hand-drawn wreath of citrus blossom and leaves.
The label's wreath, drawn out at full size.

Designed applications

  • Name and wordmark
  • Colour and type system
  • Label system
  • Gift box
  • Online shop

Credits Strategy, naming, identity and art direction by the Brandtune studio.

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