Aldi US wanted to elevate their existing Priano range with a more authentically-Italian story. It was important to position the Priano range as the premium tier Italian line, meaning it was important to differentiate the range to the Reggano range.
Equator created an artisanal design that aims to inspire a love for Italian cooking, using fresh, authentic ingredients. The palette has been updated with vibrant yet earthy tones and core typography communicates authentic Italian heritage with restaurant-inspired lettering, while contemporary and casual typography changes per item add visual variation. High quality, top-down food styling and photography articulates provenance, authenticity, and freshness, along with loose-pen and watercolor illustration. The design works across a variety of substrates and pack formats with products ‘Inspired by Italy’ and ‘Imported from Italy’ differentiated by stamp and seal icons. The success of the redesign has led to a decision to roll out the design system to all Priano products and prompted a range expansion.