The Di Martino Group, a historic pasta company run by the entrepreneurial family of the same name, has purchased the Antonio Amato pasta factory. Together we defined the premise and personality of this historic brand from Salerno, interpreting each important factor into the visual identity and products.
Salerno’s simplicity and spontaneity are the values that inspired this project, for a ‘down to earth’ brand profile that is honest, cheerful and reflects daily life. We expressed this with the tagline ‘Pleasure is a simple thing’.
We were inspired by the hand-decorated ceramics from Vietri, a very powerful visual element that represents the territory, to visually characterise the brand’s products.
We simplified the graphic composition and typography, highlighting the “from Salerno” claim for an immediate connection with this land of origin.
We defined the corporate colour palette:
- red is for passion;
- blue like the sea and the sky;
- yellow like pasta.
Antonio AmatoAntonio Amato has always been ‘Salerno’s pasta’, a product that was historically born in Italy at the heart of the Mediterranean and the Cilento and Amalfi coasts. It appeals to a very wide and mixed target, both on the Italian mass market and internationally.