Gustini: The Good Life
PRIMI
Gustini, the German food retailer, sources directly from Italy to bring everyone a taste of the Mediterranean. After years of service, they had an appetite for something new. With competition heating up, and an evolving offer, they needed a brand as fresh as their line of products.
Our graphic identity balances traditional Italian aesthetics with modern sensibilities. The logo is inspired by ornate typography—offset by illustrations that reference classic fruit and vegetable tissue wrappers. In each of these patterns, we detail the artisanal craft behind the produce, heroing the innate care of their intricate cultivation. For added variation, not so dissimilar to produce, we created a series of supporting logos, further inspired by beloved Italian food labels.
A culture largely known for its cuisine and community, our strategy tapped into the innately Italian ideology of bringing everyday delight to people’s lives. Our brand idea ‘the good life’ champions the stories of the manufacturers, while capturing the energy of long lunches, sunny weather and good company. We further channeled this through a warm typeface, and a color palette inspired by the country’s breathtaking landscape.
With special thanks to
With special thanks to Jens, Julia, the entire Gustini team, and Leo Field.
