Selezione Gustini

A spoonful of ragù straight out of a Fellini script; Sophia Loren twirling spaghetti at the next table – Selezione Gustini brings the golden age of Italy into the present. Authentic, witty, irresistible.

Client: Gustini

Year: 2021

Categories: Branding, Campaigns, Packaging, Strategy

Background

gustini.de is one of the leading online shops for Italian delicacies in Germany. With Selezione Gustini, a premium private label was created that brings the essence of Italy to the shelf – with hand-picked products from small artisanal producers, personally selected by the in-house food scouts.

Brief

We were asked to develop a private label that could stand shoulder to shoulder with – or surpass – the big gourmet brands. A packaging design that celebrates Italian film icons and retro aesthetics without tipping into kitsch.

Solution

We created a design concept that works like a movie scene: iconic black-and-white imagery from Italy’s golden era combined with vibrantly colored ingredients as the emotional lead characters. Every package becomes a postcard from Cinecittà – signed by the founder and the food scout, sealed with the mark of “100% Passione Italiana.”

Not just labels, but film posters for the pantry. Each pack captures the glamour of Cinecittà and delivers it straight to your kitchen, your table, or as a gift to friends and family.

Photos: GUSTINI

“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

Signature of Good Taste

The Selezione Gustini wordmark wears its elegance with Italian nonchalance: classic in composition, restrained in presence, unmistakable in style. The “100% Passione Italiana” seal is its promise of quality – visible, tangible, believable.

Storytelling — Dining like in a love scene

This isn’t just cooking, it’s a screenplay of emotions: tender, playful, unforgettable. Each product is a little love affair with Italy – passionate enough to have you asking for an encore after the credits roll. And like any great romance, it leaves you with that feeling: you never want it to end.

Dinner with Sophia Loren, an aperitivo on the Amalfi Coast with Gina Lollobrigida, a lunch that tastes like a Sunday in Rome. Each variety tells a slice of Italy — a scene to step into.
Want to give it a try?

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Turns out…

… private labels don’t have to be “second choice.” Selezione Gustini proves they can keep up with – and even outshine – big brands, visually and emotionally. With humor, confidence, and a touch of Hollywood (or rather: Cinecittà).