Abraini

Design: Sam Tully
Project Type: Student Project
School: RMIT University
Course: Communication Design
Tutor: Renato Gallina
Location: Melbourne, Australia
Packaging Contents: Pasta
Packaging Substrate / Materials: Paper
Printing Process: Gold foiling

This is a hypothetical student packaging product for Su Filindeu pasta, also known as “The Threads of God”.

This packaging consists of a restrained, clean white box finished with touches of shiny gold foil. It is purposefully minimal as an overly embellished and flashy style would not be appropriate for the traditional Sardinian heritage of the Abraini brand. Italian cooking is all about using simple, quality ingredients to make something delicious – the packaging reflects this in its elegant simplicity.

The exterior of the box has gold foil on smooth paper to communicate that this is a luxury product. A hand-signed label from Paola Abraini on top of the box adds a sense of authenticity and exclusivity. The pasta is wrapped in transparent paper patterned with the Abraini logo, this paper is torn and fastened with a sticker as a nod to how rustic Italian food is packaged. The included information booklet guides the user through the brand’s story and explains what the unique Su Filindeu pasta is.

What’s Unique?
To create a sense of luxury, the packaging has been gold foiled by hand. It is an extremely restrained, minimal and elegant design.