GUSTO ROSSO
A refreshed visual identity for a premium Italian tomato range, balancing heritage with a contemporary expression to create stronger shelf impact and a more memorable brand experience.
Background
A premium tomato brand created for consumers seeking authentic Italian quality beyond supermarket standards. Sourced from small family producers across Italy, Gusto Rosso celebrates traditional tomato varieties, artisanal craftsmanship and the unmistakable taste of sun-ripened tomatoes.
Brief
Our task was to create the brand identity, packaging and visual universe for Gusto Rosso, positioning it as the reference for premium Italian tomato specialties. The challenge was to communicate quality, authenticity and trust while highlighting the heritage of small traditional producers.
Solution
Inspired by the iconic arches of the Colosseum, we created a distinctive visual stage that celebrates the diversity and richness of Italian culture. A series of bespoke illustrations portray different Italian characters dressed in a contemporary interpretation of traditional regional attire, blending heritage with modernity.
Illustrated characters become the face of the range, adding warmth, personality and storytelling to every can. Traditional cues meet modern design to create a distinctive shelf presence that feels both familiar and refreshingly current.
A display for the bold
To strengthen the brand’s recognition and Italian character, we selected a bold ultramarine blue and red color palette as the core visual codes of the identity. Combined with premium design cues, these elements bring authenticity, warmth and personality to the brand while reinforcing Gusto Rosso’s promise of genuine Italian taste and craftsmanship.
Photos: Ragnar Schmuck
The characters we developed and illustrated speak for themselves, as if quickly captured between actions of their daily life in Italy. Iconically Italian with a pinch of humor, some drama and plenty of love.
“Their references in food packaging immediately convinced us. We had many visually striking concepts to choose from—and were overwhelmed by the creativity. We particularly liked the variety of ideas, the warm communication, and the confident project management.”
Jens Depenau
Founder of Gustini
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